Fitly: family-focused healthy meal subscription service launches

In 2010, more than one third of children and adolescents were overweight or obese, according to the Center for Disease Control and Prevention. A new startup called Fitly wants to fight that statistic by making it super easy for families to prepare healthy meals.

The DreamIt Health company, which lets customers choose meals from a menu and delivers the necessary groceries and recipes to a pickup location, launched earlier this month. Fitly costs about $100 for a family of four using the service for five dinners a week.

Sign up for Fitly here.

Don’t confuse Fitly with Real Food Works, another local healthy meal subscription service: Fitly has more of a focus on family meals and is offering up just the ingredients, whereas Real Food Works partners with local restaurants to deliver prepared meals.

Fitly, based at Callowhill incubator Venturef0rth, is also trying to raise $25,000 through Indiegogo to “bridge the gap” between the current pilot phase and the time it could take to raise venture funding, founder Anthony Ortiz said. The team made its first delivery  with local partner The Fresh Grocer last week.

Ortiz, 36, leads a team of six, including a registered dietician and cofounder Heidi Chapnick, who spent seven years as the Director of eCommerce Development for online grocer Peapod. A South Jersey native, Ortiz currently lives in Atlantic City. He previously owned a transportation logistics company called EcoExpress. He plans on keeping the business in the city after DreamIt Health ends later this month.

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