Waitrose is now the first British supermarket to offer a recipe-box service. This shows how quickly the market has expanded in response to the pandemic.
A three-month trial saw the popular middle-class recipe-box group Mindful Chef team up with the most prestigious recipe-box company in the world, Mindful Chef. Mindful Chef launched its first product 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
Waitrose Mindful Chef Boxes contain nutritionist-created recipes and all necessary ingredients.
Waitrose will also include complimentary full-size additionals from the Cooks’ Ingredients line, such as pink peppercorns or porcini mushrooms powder, to give customers a taste of its products.
A list of 20 recipes that change each week allows customers to choose from between two and five different recipes.
However, delivery is complimentary for certain areas, such as those in the Northern Highlands. DPD will deliver the recipe boxes, and deliveries are available 7 days per 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 recipe box and supermarket groups said that customers could cancel, skip, or change their deliveries at any moment.
Waitrose claimed it joined Mindful Chef after it received high ratings on TrustPilot for its recipe boxes. Mindful Chef also offered single-person meals and delivered carbon neutrally.
Options: Customers can choose between two and five recipes a week from a list of 20 that changes each week
The tie-up aims to reach new customers and give them more access to Waitrose products.
According to the supermarket, it wanted to adapt to changing shopping and cooking habits.
Waitrose’s commercial director Charlotte di Cello said that the partnership with Mindful Chef was a great opportunity for Waitrose. It will allow Waitrose to expand and offer customers new and more efficient ways to enjoy its high quality products.
“We are aware that many people prefer a mixed approach to shopping and dining, which includes both in-store and online ordering.
“We hope this collaboration will help inspire some new recipes for customers who are looking to experiment with different ingredients, while still keeping our core values of high quality products that are ethically and sustainably sourced.
Recipe wonders: Waitrose said it teamed up with Mindful Chef as it was the ‘highest rated’ recipe box company on TrustPilot
Giles Humphries (founder and chief market officer of Mindful Chef) stated that Mindful Chef’s core mission was to simplify healthy eating by bringing high-quality, sustainable, and healthy food right to the homes of people. Since 2015, we have been on an amazing journey delivering more than 20 million nutritious meals to UK households.
“We are proud and thrilled to work with Waitrose because it reflects our core values and passion for quality products.
“Together we are looking forward to bringing healthy and delicious food directly to our customers’ homes starting January with a new partnership that has never before been seen in UK Grocery.”
Waitrose already offers convenience shopping through Deliveroo in 150 locations.
It generated nearly £1million in sales per week for the grocer from new younger customers in the first half of 2021. A deal was also made by the company to open Waitrose stores in 125 Shell fuel forecourts before 2025.
Although the high-end supermarket’s UK stores have dropped to 331, its online and market share has increased.
Kantar, a retail analyst who tracks online sales and marketing trends in the industry, says Waitrose is the most popular online grocery store since the pandemic.