Mindful Chef has launched its own chilled ready-to-go range into 300 Waitrose stores nationwide.
Working closely with Waitrose, Mindful Chef looked to capitalise on the chilled prepared meal market, a category that showed significant growth at 21.9% year on year from 2020 to 2021.
Furthermore, the new product comes out following the brand’s research into customer behaviours post-Covid, demonstrating a sustained interest in D2C deliveries and the growing need for convenience
“We are excited to build on our recipe box partnership with Mindful Chef, with the exclusive launch of their chilled meals range,” Waitrose commercial director Charlotte di Cello said.
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“These meals allow us to offer our customers healthy, nutritious and convenient meals from a brand who shares our passion for great quality, great-tasting food which is sustainably and ethically sourced.”
The chilled range will join Mindful Chef’s frozen prepared meals which rolled into 300 Waitrose stores in March.
Mindful Chef Founder and chief marketing officer added: “As Covid restrictions ease and consumers seek convenient, time-efficient options more frequently, Mindful Chef has seen particular success across its Ready To Go range.”
“This category growth focus has, in turn, reaped rewards of 1,021% retail growth for the healthy food brand as retailers seek convenient yet healthy options to meet consumer demand.”
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