Waitrose teams up with Mindful Chef to launch recipe boxes

New year, new recipe box? Waitrose teams up with nutrition-focused Mindful Chef – and a box of four family recipes could set you back £94.50

  • Waitrose has teamed up with recipe box group Mindful Chef as part of trial
  • Website open to customers from 29 December, with deliveries from January 
  • Waitrose has become the first supermarket in Britain to work with a recipe box service, in a sign of how rapidly this market has grown in the pandemic. 

    In a three-month trial, the middle-class favourite has teamed up with ‘high quality’ recipe box group Mindful Chef, which first launched in 2015.

    The website to place orders goes live tomorrow and the first boxes will be delivered from 4 January 2022. 

    Three month trial: Waitrose has teamed up with 'high quality' recipe box group Mindful Chef

    Three month trial: Waitrose has teamed up with ‘high quality’ recipe box group Mindful Chef

    The Waitrose Mindful Chef boxes contain recipes developed by nutritionists and all the required ingredients. 

    Waitrose is also throwing in different complimentary full-size extras from its Cooks’ Ingredients range, like pink peppercorns and porcini mushroom powder, as a sampling exercise.

    Customers can choose between two and five recipes a week from a list of 20 that changes each week. 

    Delivery is free, but certain postcodes, including some in the northern Highlands, are excluded. The recipe boxes will be delivered via DPD, with deliveries available seven days a week.

    There is an introductory discount available at present, and, for a family of four, a box containing a thali-style Indian chicken feast, braised chicken and tarragon cream sauce, crispy duck pancakes with hoisin and chicken paella would cost £94.50.

    The supermarket and recipe box group said customers ‘can skip or cancel at any time and change your deliveries to fit around your schedule and lifestyle.’

    Waitrose said it teamed up with Mindful Chef as it was the ‘highest rated’ recipe box company on TrustPilot and was the only such provider which offered one person meal options and ‘carbon neutral deliveries.’

    Options: Customers can choose between two and five recipes a week from a list of 20 that changes each week

    Options: Customers can choose between two and five recipes a week from a list of 20 that changes each week

    Part of the strategy of the tie-up is to reach new audiences and gives customers more convenient access to new Waitrose products. 

    The supermarket said it wants ‘to ensure we are adapting to people’s changing cooking and shopping habits.’

    Charlotte di Cello, commercial director at Waitrose, said: ‘This partnership with Mindful Chef is a fantastic opportunity for Waitrose to grow and give our customers more convenient and innovative ways to enjoy our great quality products. 

    ‘We know many are moving to a hybrid way of shopping and eating, with a mix of recipe boxes, in-store and online shopping.

    ‘We want this collaboration to help spark some recipe inspiration for those customers looking to try something new, whilst still maintaining our fundamental values of great quality delicious products which are sustainable and ethically sourced.’

    Recipe wonders: Waitrose said it teamed up with Mindful Chef as it was the 'highest rated' recipe box company on TrustPilot

    Recipe wonders: Waitrose said it teamed up with Mindful Chef as it was the ‘highest rated’ recipe box company on TrustPilot

    Giles Humphries, Mindful Chef founder and chief marketing officer, said: ‘At Mindful Chef, our core mission is to make healthy eating easy through bringing healthy, quality and sustainable food directly to people’s homes. We’ve been on an exciting journey since 2015 delivering over 20 million healthy meals to households across the UK.

    ‘We are therefore proud and excited to partner with Waitrose given the perfect fit of our values and passion for the highest quality produce. 

    ‘Together, we look forward to bringing delicious and healthy food direct to people’s homes from January through a brand new partnership which has never been done before in UK Grocery.’

    Waitrose has already stepped up its convenience shopping offerings by using Deliveroo’s services in 150 locations. 

    It generated nearly £1million in sales per week for the grocer from new younger customers in the first half of 2021. The company has also reached an agreement to open Waitrose units in 125 Shell fuel forecourts by 2025. 

    The high-end supermarket has seen its UK store count slip to 331, but its market share and online sales have increased. 

    According to retail analyst Kantar, Waitrose has become the fastest-growing online supermarket since the pandemic began. 

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