Waitrose partners with Mindful Chef

Supermarkets

Waitrose has announced its partnership with Mindful Chef, becoming the first supermarket to work with a recipe box service in the UK.

The 12-week trial offers customers the try a high-quality recipe box service, which features nutritionist-designed options.

Customers can choose between two and five recipes a week, full of fresh, vegetables, high-quality protein and wholesome carbs. It also features something extra from its Waitrose Cooks’ Ingredients range.

For the trial, Mindful Chef will be providing customers with the recipes and ingredients to 20 new recipes to choose from every week.

Full-size complimentary Waitrose Cooks’ Ingredient products will also be included, and each box will also contain a co-branded leaflet with all recipe details, information about the Waitrose product and hints and tips.

READ MORE: Waitrose strikes deal with Jersey convenience chain Alliance

According to Waitrose, the partnership will broaden its reach to new audiences and gives customers even more convenient access to new and innovative products.

“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,” Waitrose commercial director Charlotte di Cello said.

“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.”

Mindful Chef is the only UK service which offers one person options and carbon-neutral deliveries.

Mindful Chef founder and chief marketing officer Giles Humphries added: “We are therefore proud and excited to partner with Waitrose given the perfect fit of our values and passion for the highest quality produce,” .

“Together, we look forward to bringing delicious and healthy food direct to people’s homes from January through a brand new partnership which has never been done before in UK grocery.”

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