The Co-op has partnered with recipe box scheme Gousto in a new limited click and collect trial designed to test the concept in the convenience channel.
Stocked at ten Co-op stores in the Brighton area, the Gousto boxes will be available throughout 2017 for a discounted rate.
It comes as rival box scheme HelloFresh recently won its first retail listing at Sainsbury’s.
“The direction of travel in the grocery market is clear: maximum personalisation and convenience,” said Gousto CEO, Timo Boldt. “By trialling a new click and collect service with the Co-op, we’ll take this to new levels by offering customers even more ways to tailor our service around their individual routines.”
Jo Whitfield, retail CEP at the Co-op, said: “This is an exciting opportunity to gauge customer reaction to a new click and collect service available from our stores. We are keen to test this new service for the convenience sector by working with an innovative partner. Broadening access to Co-op products and services in order to expand our customer base and grow membership are key priorities.”
Gousto said it delivers ingredients and recipe cards for around 400,000 meals each month. Shoppers can choose from 22 recipes a week with four recipes for four people available in a single box.