This could be said about any meal preparation service. First we have to ask why customers would do that. The main argument is usually price. Since we are producing lots of meals we benefit from a much larger economies of scale than the customer would if they tried to go and buy all the ingredients on their own. Thus we can offer it at a lower price. Even if we didn't offer it at a lower price, we package everything in a convenient format optimized for speed, health and the other attributes mentioned above. We are saving them time, which is everyone's most valuable asset...
We are targeting a specific demographic. We intend to become the primary, go-to brand catering to that niche. Since we are first of the kind we can establish brand presence first.