If you plan on targeting the college market, I would focus the pitch on parents rather than students.
For a student, the alternative is to go to McDonald's and spend $8, or to go to an on-campus cafeteria.
For a parent, the alternative is to take a whole day (or more) to visit their child and bring a home-cooked meal in the trunk of their car (or on the train/plane/etc). At that price point, $24 is a steal. And the price of a "proper" dinner kit is probably on par with gift baskets the universities sell full of junk food/cake/candy/flowers/fruit salad.
For a student, the alternative is to go to McDonald's and spend $8, or to go to an on-campus cafeteria.
For a parent, the alternative is to take a whole day (or more) to visit their child and bring a home-cooked meal in the trunk of their car (or on the train/plane/etc). At that price point, $24 is a steal. And the price of a "proper" dinner kit is probably on par with gift baskets the universities sell full of junk food/cake/candy/flowers/fruit salad.