Plant-based recipe kit start-up Grubby has teamed up with Tesco to launch its first retail offer following the success of its direct-to-consumer (D2C) business.
Rolling out in stores this week, Grubby’s retail meal kits will feature in a dedicated branded display, offering a three-strong range of vegan, sustainably sourced recipe kits, each serving two people, in a recyclable box (RRP – £9.95).
The initial choice includes an Aubergine Thai Green Curry, Curried Coconut Dahl, Crispy Gnocchi Puttanesca, with more recipes to follow.
Founded by Martin Holden-White, Grubby launched in 2020 with its first-to-market plant-based recipe kit offer.
The brand started out as a B2B, delivering into offices, before venturing into D2C during the pandemic, and now has revenues of over £4m, with customer spend trebling in the last year. To date, Grubby has served up over a million meals to a base of over 56,000 customers.
Founder and CEO of Grubby, Martin Holden-White, said: “We are incredibly excited to lead the recipe kit movement into UK retail with the launch into Tesco. It’s a big moment for us.
“Plant-based continues to be a super high growth category in retail, and sustainability and convenience were clearly a key priority for Tesco. Right from the start, we saw a huge opportunity in working together to deliver a range of super simple, plant-based recipes that appealed to their wide range of shoppers.
“80% of Grubby customers are not vegan; they’re meat reducers or simply people who want to build more plants into their diets for the benefit of their health and the planet, so the opportunity is massive. Our job is simply to make our meals so delicious that meat will never be missed, and the Tesco launch is a fantastic milestone to making cooking with plants accessible to everyone.”
A spokesperson for Tesco commented: “Grubby fitted really nicely into our ‘Dinner tonight’ strategy within produce, which is all about making it easier for our customers to whip up quick and healthy dinners.
“Plant-based is also a high-growth category for us, and it’s important we make it as accessible as possible for Tesco customers, which Grubby does perfectly. We can’t wait to see the brand evolve in Tesco over the coming months and years to come”.
