Morrisons is capitalising on the success of its food box scheme during the pandemic with the launch of a new box that offers ingredients and recipes for five family meals for £30, including delivery.
The supermarket took on the likes of Gousto and HelloFresh with the launch of a meal kit delivery service back in 2018. However, the ‘Eat Fresh’ scheme was halted at the start of the coronavirus outbreak due to raised demand for food.
Morrisons subsequently introduced an essentials food box option aimed at self-isolating, elderly or vulnerable customers that were not able to visit a shop. The range has been expanded in recent months to include a Vegetarian Food Box, Gluten Free Food Box, BBQ Food Box, Market Kitchen Takeaway Favourites Box and British Farmers Food Box.
The latest box, called Five Meals to Feed a Family of Four, is designed to provide “quick and easy” homemade evening meals that shoppers can cook from scratch.
Morrisons said each meal will cost around £1.50 per head but unlike other recipe boxes on the market will contain full retail-sized packs of ingredients where any leftovers can be used for other meals. The box contains 22 different products and weighs 14kg.
Tessa Callaghan, head of food boxes at Morrisons said: “Many of our customers enjoy eating meals as a family and we have seen customers do this more during the pandemic. It can be difficult to constantly cook up new dishes that please everyone. So, we wanted to create a great value box that contained high-quality produce and recipe cards – to make it easier to try new things.”
Recipes in the boxes include spaghetti bolognese, vegetarian pasta bake, cottage pie, sausage tray bake and mixed bean chilli with wedges.
