Mindful Chef has reported a 589% increase in new customer sign-ups this week, marking a growing trend with UK customers who are looking to prioritise their health as the New Year begins.
Despite the ongoing cost-of-living crisis, the healthy recipe box brand has has seen an uplift across all its ranges, including one-person, two-person, family boxes and its prepared range all experiencing a spike in sales.
The jump in sales comes as a number of British consumers start Veganuary, an annual challenge run by a UK nonprofit organisation that promotes and encourages people to follow a vegan lifestyle for the month of January.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
On top of that, plant-based eating continues to prove popular as 25% of new customers are opting for an exclusively vegan recipe box this month.
“We have seen a significant spike in new customer sign-ups this post-New Year, with a +589% uplift. This has beaten the +452% increase we experienced at the peak of the Covid lockdown,” CEO of Mindful Chef, Tim Lee said.
“Online grocery shopping continues to grow in popularity and health remains at the front of many people’s minds. We also believe due to the cost-of-living challenges more consumers are opting to eat in and trade up to quality meals at home versus an expensive restaurant meal out.”
He continued: “As a business with health and wellbeing at its heart, the New Year is typically a busy period for Mindful Chef, however, with increased pressure on customer spending, this recent hike is higher than expected.
“Encouraging people to eat more plant-based meals aligns closely with our sustainability goals. We are seeing a continued trend in customers adding vegan meals to their boxes. With nearly a third of our customers choosing plant-based meals,” Lee added.
The news comes as Mindful Chef launched its own chilled ready-to-go range in 300 Waitrose stores nationwide last year.
