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The Taste - Meal Delivery and Shopping Baskets

The Taste is a bone-health focused food and supplement delivery service and loyalty program

Photo of Holly Chasan-Young
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What challenges or opportunities are you trying to address within the problem? (200 characters or less)

Research highlights the challenges of awareness and sustaining behavioral changes. What if nutritious, tasty, bone-helping meals and supplements were delivered right to Alice’s door?

It's 4:30 PM on a spring day. Alice hears a doorbell ring; goes to her front door and finds 5 lightweight pouches hanging on a special rack on her front stoop. 

She’s excited because she knows these are part of her self-care after her hip fracture and recovery over the past few months. 

She carries the pouches inside easily, and unpacks them. There are also a couple of new exercise cards right in the package. 

An hour later, she takes the pouches from the fridge to microwave the easy open containers – on to a plate. Mmm! Tasty salmon with edamame, and a yogurt & fruit parfait for dessert. 

It costs about $50 per week to have several meals delivered, but she feels it’s worth it, and her daughter contributes every now and then – and joins her for dinner, of course! And, an after-dinner stroll. Next, she'll try some leg lifts as shown in one of the cards. Best of all - eating healthy like this is a step with such tasty food - and a step that Alice can proudly take to ensure her continued independence and healing.

Who is your target end user and why will they be interested? (650 characters or less)

Alice, Her Family, and a catering company and/or chef.

How is your idea scaleable? (650 characters or less)

Suggest looking to adapt other meal plan programs and even Community Supported Agriculture (CSA) programs for scalability as well as business model insights and analogies. I think this could be fairly straightforwardly prototyped using a commercial kitchen to prep meals.

What do/will you measure to know if your solution worked? (500 characters or less)

- Business metrics from meal plan - repeat business; increased vs. cancelled subscriptions - feedback/rating cards

What is the current stage of development of your idea?

  • Blueprint: We are exploring the idea and gathering the inspiration and information we need to test it with real users.

If you were to become a Top Idea, would you want to actively participate in piloting your idea?

  • I want my idea piloted, and I prefer to do my own piloting in collaboration with the health system and with assistance from the Challenge partner
  • I want my idea piloted, but I’d prefer not to be involved in the pilot and prefer that the health system adopts my idea for piloting with assistance from the Challenge partner

Company / Organization Name, if applicable (140 characters or less)


Website (if applicable)


Tell us about yourself or your team (500 characters or less)

I am a curious design strategist and innovation adivsor, who’s inspired by this challenge; its scale and size - and those impacted by Osteoporosis.

Location (50 characters)

Richmond, VA, USA

What is your legal / organizational structure?

  • We are individuals

Innovator/Organizational Characteristics

  • Female-led organization

How did you hear about the Challenge?

  • OpenIDEO announcement email
  • OpenIDEO social media
  • Direct email invitation
  • Richmond VA OpenIDEO Organizer

Why are you participating in this Challenge?

I’m motivated by the sheer magnitude of this challenge, its complexity, the challenges of future impacts to the world’s aging population - and many other nuances underscored in the research & insights. And of course all of the great research and stories here!

Please upload your journey map. Be sure your journey map shows when your user is introduced to the idea and when/how they access it, and illustrates which moments in the Challenge Journey Map your journey map touches.

Who did you test your idea with, what did you learn, and how did you evolve your concept?

I learned about the importance of not just creating a box of groceries, but ways to make it more compelling.

(Optional) Share documentation of your solution prototyping and testing, such as photos.

Please upload your Business Model Canvas

Please upload your team video.

The video is seen in the presentation and can be played from there. Or see this link:


Join the conversation:

Photo of Joe Meyer

Hi Holly, congrats to you and your team! I loved watching the different stages of ideation that your team went through, specifically in terms of making the boxes of groceries more compelling, and think its so important to make these foods nutritious and enjoyable. Additionally, I think the self-care cards with stretches and other exercises and activities are a great bonus that will allow people to more consciously think of the foods they are eating by being to attribute healthy living with healthy eating, so great job!!

Photo of Holly Chasan-Young

Thank you so much Joe! I appreciate the supportive words.

Photo of Susan Jackewicz

Holly Chasan-Young Congratulations Holly and Team!! Your creative drive together generated great ideas for a frequently overlooked pain point in the post-fracture patient journey. Loved the straightforward, creative simplicity of your team video. Best wishes for future development as a Top Idea!! Susan

Photo of Susan Jackewicz

Hi Holly Chasan-Young 
Thanks for your idea submission for the Healthy Bones Challenge!
I'm an Innovation Coach for this Challenge - and also a former family caregiver who spent years tending to an aging parent, that involved much bending and lifting. Fast forward, I had no falls to speak of, but ended up needing a hip replacement. Luckily after a bone scan, osteoporosis was ruled out.
Why do I relay this story? As medical care goes, there was a time period of 3 months between the original osteo appointment and surgery - involving much pain and the use of crutches to get around. I couldn't drive, so signed up with a meal service to deliver food weekly. It probably had much more impact on my surgery outcome than I could have foreseen - feeling healthier and stronger going into surgery, having eaten a wide variety of healthy food - and afterwards healing well and having energy to keep up with post-op physical therapy. I was curious if the service had meals specific to different disease types - not just based on paleo, vegan, Mediterranean, etc. The answer was mostly "no", but they eventually did tag certain meals as "heart friendly".
So I'm curious about your idea of supporting bone healing through healthy food, supplemented by targeted vitamins! What might you need to develop this idea further, to aid patients after having a first fracture?
(Did you see the deadline for idea posting/revisions is extended to Saturday July 6 5PM PST?)
Thank you for your submission!

Photo of Holly Chasan-Young

Thank you, Susan Jakewicz! It meant a ton to me to hear about your story and touched me profoundly. i'd love to know if there were certain meals or aspects/details of these meals that were especially memorable or helpful?

To pursue this idea further I would want to partner with a hospital system or network of doctors to be able to share some prototypes and go through several rounds of prototype revisions. It would also be great if we could work up to a real working pilot with meals for a test population of folks. Some of the initial areas or questions we might want to ask, and learn:

- Are doctors/hospital systems open to us partnering? What might influence them? If not how do we reach our audience?
- Are patients and their families/caregivers interested? Why; and why not?
- Will patients be able to afford this service? And willing to see the benefits in paying for it? Are there any interesting ways to offset the costs?
- Can we create tasty food that meets all of the parameters for delivery, heating storage, etc.?
- Who will be willing to supply the cooked food, and what will they charge?
- How easy will it be to select and test recipes? Will we need a nutritionist's help?
- What's the best delivery/distribution mechanism?
- Can we create containers and packaging that are easy and low-friction for older adults to use?
- Will older adults see value in long-term eating changes?
- What are some early metrics we would look for? How long will it take to see really meaningful metrics?

I'd be open to suggestions :D

Photo of Susan Jackewicz

Hi Holly Chasan-Young 
You've generated some very good questions, all very empathetic to the user!
The experience I had was a bit different than what you envision, in that meal ingredients were delivered uncooked (boxed on dry ice as needed), along with instructions for cooking. Just enough ingredients were included for the meals specified (i.e. if a recipe called for 1 teaspoon of salt, that's what was packaged). All of the packaging was recyclable, and most meals required 30 minutes or less to prepare. I received one package a week (via a commercial delivery service from a regional warehouse) with enough for 6 main meals, very few leftovers and next to no waste.
There was definitely a learning curve...the ability to select meals each week and try out new foods. Each box also contained engaging information about the foods, recipes, and nutritional data. I became more aware of what I was eating, and wanted to try new things. So your idea is both an operational challenge of packaging and distribution, and also an opportunity to change behavior through education. How might you achieve both, while measuring the health impact? All great questions!

Photo of Holly Chasan-Young

Hello @Susan_Jackewicz! Thanks for the feedback, information and perspectives…

Oh I see. What you are describing is very similar to what I've experienced as an occasional customer of the Blue Apron. What I was envisioning was more prepped meals, designed to be delicious and nutritious. Definitely a challenge, but one that's more of catering prepared foods. My going-in assumption as that that during a time of convalescence, a person would be more excited with less cooking work to do and easier prep.

(In my experience it’s sometimes a bit intimidating to have to cook a dinner that can take a while, involve some unfamiliar techniques, etc. I have to be in the right mood for it to work and it’s discouraged me from doing too much Blue Apron).

But, it sounds like that wasn't a factor for you! Do you think it would have been less compelling if all you had to do was to heat up some prepared meals?

So I think this dynamic around ‘how much should it be prepped/cooked’ would be one of the first things to really delve into.

I think I would also need to understand the costs and benefits of both approaches – prepping the food in advance and delivering it frozen or refrigerated - vs. sending the temperature controlled individual ingredients to be prepared.

Photo of Susan Jackewicz

Hi Holly Chasan-Young 
Yes, it IS a question of already prepped food vs. doing some cooking....going back to the patient journey, it may be that the need along the post-first fracture time frame might change, with fully prepped meals delivered preferable just after a return home. And then perhaps there's an educational opportunity once some time passes. You might want to take a look at the idea Kathleen Cody of American Bone Health submitted - Post-discharge Advocate Program for Fracture Patients , and the approach they take in assisting post-fracture patients after a period of initial recuperation time. What if there's an opportunity for you to solve for both the immediate post-fracture scenario with delivered prepped meals, then approach the patient with a different type of engagement/cooking that might change behavior/patterns of healthier eating? Just a thought.....