Josh and Britta Katt are the husband and wife team behind Kitchfix, a meal delivery service based here in Chicago that also has its own line of grain-free granola and grain-free waffles. As head chef and head of marketing, respectively, the Katts and their team are helping transform the way we eat by making it easier to enjoy delicious food made with whole ingredients and no unhealthy filler.
I interviewed Josh and Britta as part of our 6 Questions feature—a series of one-on-one interviews with people we work with who amaze and inspire us. Read on to learn more about Josh and Britta’s passion for clean food, coming up with recipes and what you can look forward to next from Kitchfix!
1. Kitchfix has had quite a journey since its inception in 2012. What started as almost a specialty private chef business has grown into a thriving prepared meals and CPG brand. How do you feel about your growth and progress? Where do you see it going in the next few years?
The great thing about the clean, healthy food movement is that demand continues to grow. That does not come without its challenges though! Many new players have entered the space. At Kitchfix we have tried our best to keep up with how on-demand services are pivoting, but we also have the opportunity to trail blaze in some respects, too.
When you have a product like our Grain-Free Granola that just naturally catches on and the demand comes to you, that’s when you know you’ve got something special. We keep making it because people keep loving it! It’s been fun to try and “beat” our No. 1 selling Original Mix Granola with new flavors, combinations and new products. We will definitely continue to bring more clean, on-the-go, grain-free and gluten-free products into the CPG space, but we are also focusing on our Kitchfix prepared meals online business and love innovating new dishes to keep our consumers satisfied, on their toes and craving more.
2. We know that “clean foods,” mean a lot to you. But we love to hear you talk about it—can you explain how you define these foods and why you promote this style of eating?
Clean eating to us is first eliminating foods from your diet that cause things like inflammation or sugar crashes and contain anything genetically modified or factory farmed. All of our meals and snacks are free of gluten, soy, dairy and corn, which can all be stressors on the body. We have instead committed to start with foods that have existed for more than 100 years, when all food was organic, all beef was grass-fed and all chickens were pasture-raised. We want the least processed versions of all food!
We choose things like the highest quality natural sweeteners, such as raw and organic honey and Grade B maple syrup. We use whole, fresh herbs, which are filled with nutrients instead of only dried herbs. One thing we like to say is that food should have a purpose. We don’t use foods that are meant to fill you up with low nutritional value. Rather, we try to think through how each ingredient not only contributes flavor-wise, but also helps you to function optimally.
We use foods that give energy and anti-inflammatory ingredients, ingredients filled with vitamins, detoxifying agents, digestive benefits and more. However, of utmost importance is making sure your food tastes delicious and is full of flavor. We also really like to focus our clients on eating better, instead of eating less. Food is meant to be enjoyed!
3. We know it’s crucial for Kitchfix to source top of the line ingredients that are also local whenever possible. BatesMeron has been working hard to help you tell this story—and to help justify spending a bit more for higher quality food. How have you seen the new messaging being received? Does this messaging overcome any marketing obstacles for your team?
Telling the story of why we make food this way and how I (Josh) started will always be close to my heart. We have a true passion at Kitchfix for transparency and creating food that people can feel good about. Sometimes it does require a higher price for us to utilize the best of what’s out there, but we are committed to ensuring each and every bite our customers take is satisfying, delicious and made with real, natural ingredients. We don’t want to give consumers anything they have to question or make them scratch their head while reading the label. The best thing we can do is share this passion through simple, transparent language—especially right on the package.
4. Our team has had an amazing time working with your team because your products are so delicious and healthy. Where do you get your creative inspiration? How do you develop such craveable food?
The first thing we do when dreaming up a new dish, or a new granola flavor, is ask each other, “what are you craving today? What sounds good to you?” That’s where we start. We’re not going to create something that just sounds fancy or is thrown on the idea board because it’s a ‘typical’ healthy dish. Someone was craving a big Sloppy Joe. Enough people agreed and really wanted the challenge, and then we discussed how we can “Kitchfix it.” How can we make it clean? How can we make it taste even better than a regular Sloppy Joe?
We ended up putting it on top of tender, sweet potato discs, adding in kale and veggies for extra super food ingredients, and using melt-in-your-mouth grass-fed beef from one of our farms. It quickly became one of our best sellers!
5. Your line of Kitchfix Grain-Free Granola is currently available in Whole Foods, Treasure Island and Mariano’s all over Chicago, and it’s expanding to grocery store shelves throughout the country this summer. It’s so exciting! How has BatesMeron helped you to prepare for this big move?
So many ways! We really wanted to step up our branding to communicate who we are at the shelf with our CPG products. Going through the exercises with BatesMeron around our key differentiators, what we want the consumer to take away and how to best tell our story, stick out to me. I love the delicious descriptions on the back of each bag of our new granola flavors that BMSD helped write. It really brings them to life!
We also poured over communication priorities to help connect the “specialness” of our granola to consumers. Our central line of “Full of Flavor, Not Filler” was a big “a-ha” moment for us, and something that felt so good to rally behind. It is a fun and simple way to summarize the heart of our granola. We will soon have our new website up and we can’t wait to see how that story comes to life in an interactive way.
6. We were thrilled to help develop the new packaging for your Kitchfix Grain-Free Waffles. Care to give our readers a sneak peek at the exciting flavors? Where they can be found, and give us a tease…what’s next?
Our Grain-Free Waffles are made with only natural ingredients and are, of course, free of gluten, dairy, soy and corn. They are made with coconut flour and almond flour, use cage-free eggs and we also add in hemp and flax seeds for added nutrients.
The three flavors are Blueberry Vanilla, Lemon Poppyseed and Banana Almond, which is only sweetened with the naturally occurring sugars in the banana. When we walked down the frozen food aisle, we saw a huge blank space for this type of product and are excited to see the impact.
We started by adding these to our weekly menu online, and people loved them so much we figured out how to get them to taste just as good, if not better, from your grocery aisle. We are currently in Whole Foods regionally and are hoping for rapid expansion.