Mindful Chef strengthens Waitrose partnership

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.

READ MORE: Waitrose welcomes Biff’s vegan chicken wing with ‘bone’

“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.”

Click here to sign up to Grocery Gazette’s free daily email newsletter



Leave a Reply

Your email address will not be published. Required fields are marked *

Fill out this field
Fill out this field
Please enter a valid email address.



Sign up to our daily newsletter to get all the latest grocery news and insights direct to your inbox.

  • This field is for validation purposes and should be left unchanged.