Five Point Four meal delivery company enters administration

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E-commerce

Australian online food delivery company Five Point Four has collapsed, leaving customers without their pre-paid meals this week.

FivePointFour Holdings Pty Ltd is now listed as being in external administration on the Australian Securities and Investments Commission (ASIC) company database.

The company sent an email to affected customers informing them any future orders would “unfortunately not be delivered”.

The company offered low carb, high protein meals tailored for men and women, as well as muscle building, gf and vegan options.

In an email to customers obtained by the ABC, the company blamed increasing competition in the market.

“In the face of increasing competition and our cost to serve, we have made the the really difficult decision to stop taking orders with immediate effect as of today [Monday],” the email stated.

“For our customers with future pre-paid orders, the customer service team will be working diligently to process your refund and will be in touch over the coming days.”

The food delivery company, founded by Ben Doolan, has since removed its Instagram page, where it promoted its products to nearly 30,000 followers.

Its Facebook page which had amassed more than 200,000 followers has also been deleted but its LinkedIn, Twitter and website remains live.

Australian social media influencers as well as Wallabies players Jesse Mogg and James Hanson have previously supported the brand.

Inside FMCG has contacted Ben Doolan for comment.

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