Waitrose has linked up with Mindful Chef to become the first supermarket in the UK to work with a recipe box service.
A 12-week trial aims to give Waitrose customers the opportunity to try a recipe box service from one of the UK’s leading providers. The Mindful Chef x Waitrose box offers the option of choosing between two and five recipes a week delivered to the customer’s home.
For the trial, Mindful Chef will be providing the recipes and ingredients. There will be 20 new recipes to choose from each week, with a full-size complimentary Waitrose Cooks’ Ingredient product included in every box. A co-branded leaflet offers all recipe details, information about the Waitrose product and tips for other recipes or ways to use the products.
Charlotte di Cello, Commercial Director at Waitrose, commented: “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.”
Giles Humphries, Mindful Chef Founder and CMO, added: “At Mindful Chef, our core mission is to make healthy eating easy through bringing healthy, quality & 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.”
