Waitrose has announced a new partnership with Mindful Chef, a move it said makes it the first UK supermarket to work with a recipe box service.
The retailer explained that the 12-week trial gives customers the opportunity to try a recipe box service by a top-rated UK recipe box company and the only UK service that offers one-person options and carbon-neutral deliveries.
The Waitrose x Mindful Chef box allows customers to choose between two and five recipes a week, featuring fresh vegetables, high-quality protein and wholesome carbs, along with something extra from the Waitrose Cooks’ Ingredients range.
Waitrose said the partnership will broaden its reach to new audiences and give customers 'even more convenient access to new and innovative Waitrose products to ensure we are adapting to people’s changing cooking and shopping habits'.
The supermarket added that it and Mindful Chef share the same ethos when it comes to ingredients, with high quality and ethical sourcing key. All Mindful Chef chicken is British free range, all its fish is sustainably sourced and all its beef is British from grass-fed heritage breed cattle.
For every meal sold, Mindful Chef also donates one school meal to a child living in poverty through the One Feeds Two charity.
For the trial, Mindful Chef will be providing the recipes and ingredients. There will be 20 new recipes to choose from every week, with a full-size complimentary Waitrose Cooks’ Ingredient product to give customers something new to try. Each box will also contain a co-branded leaflet with all recipe details, information about the Waitrose product and hints and tips for other recipes or ways to use our products.
Charlotte di Cello, commercial director at Waitrose, said: “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.”