Waitrose teams up with Mindful Chef on co-branded recipe box
Waitrose has embarked on a partnership with Mindful Chef as it becomes the first supermarket to work with a recipe box service in the UK.
In a 12-week trail, Waitrose customers will have the opportunity to try the service which also offers one person options and carbon neutral deliveries.
The Waitrose x Mindful Chef box will give customers the choice of between two and five dishes, the recipes and ingredients for which will be provided by Mindful Chef. The boxes will also contain “something extra” from the Waitrose Cooks’ Ingredients range.
Waitrose said the partnership will enable it to reach new audiences and give customers access to new and innovative Waitrose products. It also highlighted how both companies share the same ethos due to all Mindful Chef chicken being British free range, all fish being sustainably sourced and all beef coming from British grass-fed heritage breed cattle. In addition, Mindful Chef donates one school meal to a child living in poverty for every meal sold.
For the trial, there will be 20 new recipes to choose from every week. Each box will 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 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.”
The first boxes will be delivered from 4 January 2022 onwards.
