The troubles Blue Apron's faced since going public last year has raised one big question for other meal-kit delivery start-ups in the ever-more-crowded space: what makes you stand out?

But Sun Basket's CEO doesn't think that question applies to his company.

“For us, it’s a fundamentally very different business,” Adam Zbar told Cheddar.

While Sun Basket does deliver packaged, pre-portioned meal-prep kits, it specializes on specific diets from Paleo to Mediterranean to gluten-free. Zbar says that gives his customers a more curated experience, more akin Stitch Fix, the online styling subscription service.

Grocery shopping is harder for people sticking to strict diets than it is for those who don't have restrictions, explained Zbar. He says the convenience provided by Sun Basket makes it less likely customers abandon their subscriptions.

“Our retention rates are much higher than other players in the field, and the reason why is that we focused on a need.”

The company’s business model seems to resonate with investors too. Earlier this year, Sun Basket raised another $57.8 million in funding.

For full interview, click here.