"Good food bonds
us together"

Our Story

Why Frozen?


Our Story:

Simple Foods started when Ale went in search of healthy, delicious and truly flexible convenient food options that suited her busy lifestyle. She always liked the concept of the frozen aisle but never really found what she was looking for there. Realising there were others, with jam-packed lives, looking for the same thing highlighted a gap in the market for healthy frozen food delivery, out of which Simple Foods was born. Why not create OUR dream local frozen for freshness market?

I plan my travel around food, I feel we get to know a culture by what they eat

Alessandra has a background in finance and has lived in Sao Paulo, Boston, New York City and London. Exploring the world through food is at the heart of Ale’s passions - from Brazilian street food to travelling to go to a certain restaurant. Food is a means for social gathering and celebrations, it is truly engaging and exciting. The idea of Simple Foods came from Ale being conscious of how much food is wasted when your life is busy and you aren’t able to cook as often as you’d like.

During my festive family gatherings, food has always had a huge social and historical meaning.

Ale believes that the best approach to being healthy is to eat a balanced diet, which CAN be achieved with delicious meals - no need to compromise on taste! Sustainable practices are hugely important to Ale and she would like Simple Foods to be part of creating a better environment. She strongly believes in equality in the workplace. SimpleFoods works to see and support more women rising to leadership positions.