How Does Purple Carrot Work? Your Guide to a Plant-Based Meal Service

January 11, 2026 •

4 min read

Purple Carrot was the first vegan meal kit service in the U.S., coining the phrase "New American Diet" in 2014. The service is a subscription-based platform that makes vegan cooking and eating more accessible for everyone, whether you're a seasoned vegan or just starting out. But how does Purple Carrot work, and what can you expect from the service?

Quick Summary

This guide explains the customer journey with Purple Carrot, covering the subscription process, weekly menu customization, and the delivery of either pre-portioned meal kits or prepared entrées to your doorstep.

Key Points

Flexible Subscription: You can easily skip a week, pause, or cancel your Purple Carrot subscription online without penalty, as long as you do so by the weekly Tuesday deadline.
Two Meal Options: The service offers both meal kits with pre-portioned ingredients and recipes, as well as ready-to-eat prepared meals for maximum convenience.
Variety of Dietary Needs: The menu can be filtered to accommodate various preferences, including high-protein, gluten-free, less than 600 calories, nut-free, and soy-free options.
Includes Add-Ons: Beyond standard meal plans, Purple Carrot offers extras like breakfasts, lunches, and specialty vegan pantry items that can be added to your weekly delivery.
Eco-Conscious Packaging: The company uses insulated boxes made from recycled materials, water-filled ice packs, and paper liners, and encourages composting of food scraps.
Easy-to-Follow Recipes: Meal kits come with a booklet containing step-by-step instructions and photos, making it simple for cooks of any skill level to prepare their meals.

What is Purple Carrot?

Purple Carrot is a plant-based meal delivery service founded in 2014 that offers weekly subscriptions for both meal kits and prepared meals. The company provides flavorful, creative, and fully plant-based recipes with pre-portioned ingredients, delivering them directly to customers' doors. The service is not just for dedicated vegans but also caters to those looking to incorporate more plant-based meals into their diet with minimal hassle.

Step-by-Step: How to Get Started with Purple Carrot

Select Your Plan: The process begins on the Purple Carrot website or app, where you choose between meal kits or prepared meals. Meal kits are offered in two or four-serving options, while prepared meals are single-serving. You'll also decide on the number of meals per week, typically ranging from two to four for meal kits or six to ten for prepared meals.
Customize Your Menu: After selecting your plan, you'll gain access to the weekly menu. Each week offers a rotating menu of more than a dozen dinner options, plus breakfasts and lunches. You can choose your meals for the upcoming week, but if you forget, Purple Carrot's culinary team will select dishes for you. The menu can be filtered by various dietary needs, including high-protein, gluten-free, low-sodium, and less than 600 calories.
Receive Your Delivery: The insulated box arrives on a designated delivery day, which can vary based on your location. The box includes pre-portioned ingredients for meal kits or fully prepared meals, along with a detailed recipe booklet featuring step-by-step instructions and photos. All ingredients are fresh, and the service uses eco-friendly packaging materials.
Cook or Heat Your Meals: If you chose meal kits, follow the provided recipe card to cook your meal, a process that typically takes around 30 minutes. Prepared meals are ready to eat and only require a few minutes in the microwave or oven. The service requires a few basic pantry staples, such as salt, pepper, and cooking oil.
Manage Your Subscription: The service is flexible, with no long-term commitment. You can easily skip a week or cancel your subscription online in your account settings, as long as you do so before the weekly deadline, which is typically on Tuesday at 11:59 PM EST.

Purple Carrot's Meal Kits vs. Prepared Meals

Purple Carrot offers two distinct product types to cater to different lifestyles and cooking habits. Choosing the right one depends on your culinary interests and schedule.


Feature	Meal Kits	Prepared Meals
Ideal for	Home cooks who enjoy preparing fresh, flavorful, and creative meals from scratch.	Busy individuals seeking convenient, ready-to-eat plant-based options that require minimal effort.
Cooking Time	Usually around 30 minutes, but some recipes may take longer.	Ready in just a few minutes with a microwave or oven.
Customization	Offers options for two or four servings per meal, and you select the number of meals per week.	Single-serving meals that can be chosen weekly.
Meal Variety	Larger variety of recipes each week, with more diverse and complex options.	More limited weekly menu compared to the meal kits.
Skill Level	Great for all skill levels, with easy-to-follow instructions.	No cooking skills required—simply heat and enjoy.
Cost per Serving	Starts around $11-$13 per serving, depending on plan.	Starts around $13 per serving.

Health and Sustainability Efforts

Purple Carrot's focus on plant-based eating offers several benefits for both health and the environment. The company emphasizes whole foods and fresh produce, with meals designed to be both delicious and nutritious. In addition, many of the packaged, non-produce ingredients are organic. The service has also made significant strides in sustainability, using recyclable packaging, including boxes made from post-consumer material and water-filled ice packs.

Add-Ons and Other Features

Beyond the weekly meal plans, Purple Carrot provides additional convenience through a variety of optional add-ons. The "Pantry" section offers a curated selection of vegan snacks, breakfast items, and drinks. These items are available to add to your weekly box, giving you the ability to get more of your plant-based needs in one delivery. For those looking for more intensive support, the service has previously offered the "TB12 Performance Meals" plan, developed in partnership with Tom Brady to focus on nutrient-dense foods for workout recovery.

Conclusion

Ultimately, how Purple Carrot works is a straightforward process built around convenience and accessibility to plant-based eating. The subscription service delivers fresh, pre-portioned ingredients for creative meal kits or ready-to-eat prepared meals, catering to a range of cooking abilities and schedules. Its flexibility, diverse menu options, and commitment to sustainability make it a strong choice for anyone looking to incorporate more vegan and plant-based foods into their life.

For more insights into plant-based eating and meal services, you can explore resources like The Spruce Eats' list of the best vegan meal delivery services.

Frequently Asked Questions

Purple Carrot is a flexible, no-commitment subscription service. You can skip a weekly delivery, pause your account, or cancel your subscription at any time online through your account settings. Changes must be made by 11:59 PM EST on the Tuesday of the week prior to your next scheduled shipment.

Yes, absolutely. You can log into your account and select your meals from the weekly rotating menu. If you don't make a selection by the weekly deadline, Purple Carrot will automatically assign meals based on your preferences.

Purple Carrot offers two main types of meals: meal kits that contain pre-portioned ingredients for you to cook, and prepared meals that are ready to heat and eat. They also offer a variety of add-ons, including breakfasts, lunches, and pantry items.

Yes, Purple Carrot is a 100% plant-based meal delivery service. All of its recipes and ingredients are completely free of animal products, including meat, dairy, and eggs.

Ingredients arrive in an insulated box with ice packs and are designed to stay fresh for up to 72 hours, though it's recommended to refrigerate them as soon as possible. When properly stored, they can last for three to five days.

Purple Carrot is committed to sustainability and uses recyclable packaging materials. This includes boxes made from post-consumer material, water-filled ice packs, and paper fiber liners.

No, you do not need to be home to receive your Purple Carrot box. The insulated packaging with ice packs is designed to keep the ingredients fresh and at a safe temperature until you arrive home.