Gwyneth Paltrow And Goop Launch 'Clean Food' Delivery Service

SANTA MONICA, CA — Gwyneth Paltrow is the latest celebrity to get into the ghost kitchen game as her Goop lifestyle brand launched a delivery food service this week.

The Santa Monica-based Goop Kitchen offers at-home diners a selection of gluten-free meals, including grain bowls, lettuce wraps and seasonal soups. Prices range from $6.95 for a bowl of Japanese sweet potato soup to $15.95 for a miso-glazed salmon salad.

Many of the meals come with "Goop Certified Clean" sauces or marinades that, according to its website, mean they aren’t made with processed sugars, peanuts, preservatives, soy, dairy or gluten.

This clean food ethos is driven by the company’s belief that “nutrient-dense, delicious food leads to greater well-being” when it’s free of processed ingredients and preservatives, according to a statement given to Food & Wine.

"Goop Kitchen's mission is to accelerate the clean food movement by proving, just as Paltrow did years ago, that whole, unprocessed meals can be both satisfying and convenient, this time brought right to your door with just a few clicks,” the company told Food & Wine.

Goop has attracted controversy in the past for many of its wellness products and philosophies, including selling a jade egg the company claimed would help with bladder control if stuck up a woman's genitals. The company was fined $145,000 for its "unsubstantiated" marketing claims about the egg, according to Vox.

Meals from the Goop Kitchen can be picked up at its location on Santa Monica Boulevard or delivered within a radius that includes Beverly Hills, Brentwood, Culver City, Pacific Palisades and Venice.

The kitchen is overseen by Kim Floresca, who worked at several high-end restaurants including Per Se in New York City and The Restaurant at Meadowood in Napa Valley, according to the company’s website.

Paltrow joins a growing trend of celebrities who have branched out into ghost kitchen concepts.

Guy Fieri launched Flavortown Kitchen in February, with multiple locations across the United States offering burgers and fries with his signature Donkey Sauce.

Hip-hop artist Tyga’s ghost kitchen, called Tyga Bites, specializes in bite-size pieces of fried chicken; singer Mariah Carey has her own service that delivers cookies. Even Pauly D from "The Jersey Shore" has his own ghost kitchen that specializes in Italian sandwiches.