Tovala – Smart Cooking Made Simple

Founded in 2015, Tovala is a Chicago-based food tech startup that combines a smart countertop oven with a meal subscription service. The company automates cooking by scanning QR codes on pre-prepared meals, ensuring dishes are perfectly cooked with minimal effort.

Tovala aims to bridge convenience and quality, providing home-cooked meals without the time, effort, or guesswork traditionally required for cooking. The startup appeals to busy professionals and health-conscious consumers seeking fresh, ready-to-cook meals.

Founding Story

Tovala was founded by Mike Lee, David Rabie, and Matt Schultz after noticing a gap in the market for high-quality, convenient meals.

They envisioned a solution that would combine hardware, software, and culinary expertise to deliver perfectly cooked meals at home. By integrating IoT technology into a smart oven and pairing it with pre-prepared meals, Tovala sought to simplify cooking while maintaining quality and freshness.

Funding and Growth Milestones

Tovala has grown steadily with venture backing and strategic partnerships:

• 2015: Seed funding of $2 million to develop the smart oven and meal preparation technology.
• 2018: Series A funding of $10 million to scale meal production and expand distribution.
• 2020: Series B funding of $30 million, enabling nationwide delivery and product improvements.
• 2023: Tovala serves tens of thousands of subscribers across the United States and continues to expand retail partnerships with major stores.

The company has positioned itself as a leading smart kitchen and meal delivery startup in the U.S.

Business Model and Technology

Tovala combines hardware, software, and food services into a cohesive business model:

• Smart Oven: Automatically cooks meals by scanning QR codes, adjusting temperature and cooking time.
• Meal Subscription Service: Freshly prepared meals delivered weekly, with rotating menu options.
• Retail Partnerships: Expanding availability through grocery stores and online platforms.
• Data & AI: Tracks user preferences and cooking habits to optimize meal recommendations and oven functionality.
• Revenue Streams: Direct-to-consumer subscriptions, oven sales, and retail partnerships.

By integrating IoT, automation, and food services, Tovala creates a seamless cooking experience that saves time and reduces errors in meal preparation.

Market Impact

Tovala has influenced both the smart kitchen and meal delivery markets:

• Convenience: Offers busy consumers a stress-free way to enjoy home-cooked meals.
• Quality: Provides restaurant-quality meals without sacrificing freshness.
• Tech Integration: Demonstrates how IoT devices can enhance consumer lifestyle products.
• Subscription Economy: Adds predictability and convenience for both customers and the company.

Tovala showcases the potential for tech-driven innovation in everyday life and consumer habits.

Challenges and Controversies

Tovala faces typical challenges for a food-tech startup:

• Hardware & Logistics: Manufacturing smart ovens and delivering meals nationwide is complex.
• Competition: Competes with meal kit companies, frozen meals, and other smart kitchen appliances.
• Customer Retention: Maintaining subscription growth requires continuously appealing meal options.

The company addresses these through innovative meal planning, appliance updates, and strategic partnerships with grocery stores and delivery services.

Future Outlook

Tovala continues to innovate in smart kitchens and meal services:

• Expanded Menu Options: Introducing more dietary choices and premium meals.
• Retail Growth: Expanding availability in supermarkets across the U.S.
• Smart Kitchen Enhancements: Adding new features to ovens, including voice control and app integration.
• Sustainability: Exploring eco-friendly packaging and local sourcing to reduce environmental impact.

For entrepreneurs, Tovala demonstrates how integrating hardware, software, and services can disrupt traditional markets and create a unique consumer experience.

From a Chicago startup to a leading smart kitchen and meal delivery brand, Tovala is redefining home cooking with convenience, technology, and quality. By combining IoT-enabled ovens with fresh meal subscriptions, the company offers a seamless experience for modern households. Its story highlights the power of tech-enabled innovation and lifestyle-focused solutions in building a successful startup.