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Gwyneth Paltrow Is Getting Into the Frozen Food Business

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Gwyneth Paltrow wants to make your morning routine that much easier (and, yes, healthier).

The goop founder has invested in the popular frozen meal kit service, Daily Harvest—and she’s in good company. Tennis champ Serena Williams is also backing the company.

The year-old subscription service founded by Rachel Drori offers pre-prepped cups of smoothies, soups, overnight oats and chia puddings starting at $6.49 per cup. They boast the use of exotic superfoods, whole, organic fruits and vegetables, and no refined sugars or preservatives. 

“Frozen food gets a bad reputation but it’s actually a very practical way to consume nutrient dense- foods,” Paltrow says in an exclusive statement. “Most people don’t have access to farm fresh produce year-round and often times the produce available in the grocery store was picked before peak ripeness and then traveled a far distance to the store while its nutrients degraded.”

RELATED: Salads, Guac and … Curly Fries? How to Eat Fast Food Like Gwyneth Paltrow

“Farm-frozen produce is picked at its nutritional peak, retains more nutrients and its more readily available to everyone,” continued the health-conscious actress. “For this reason Daily Harvest really resonated with me and I am so excited to get behind a revolution in frozen with my investment.”

Consumers can expect single serving portions of dishes like cold brew almond smoothies, cinnamon protein and banana oats, and mango golden milk chia parfaits delivered right to their door. The cups are frozen until ready to eat, then blended or heated with your choice of liquid.

From PEN: Oprah Shares Some Of Her Favorite Foods For Weight Loss 

“Serena and Gwyneth immediately understood our mission to provide convenient foods without nutritional compromise,” says Drori, “and their passion for what we are building will make them instrumental members of our investment team.”