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Waitrose becomes first supermarket to partner with recipe box service

Waitrose and Mindful Chef have partnered, making it the first supermarket to work with a recipe box service in the UK.

The 12 week trial has now begun and gives customers the opportunity to try a high quality recipe box service by the UK’s highest rated recipe box company (TrustPilot) and the only UK service which offers one person options.

The Waitrose x Mindful Chef box brings delicious, nutritionist-designed recipe boxes to your door - customers can choose between two and five recipes a week, full of fresh, nutritious vegetables, high-quality protein and wholesome carbs, along with something extra from Waitrose Cooks’ Ingredients range.

The partnership will broaden the supermarket's reach to new audiences and gives customers even more convenient access to new and innovative Waitrose products to ensure the firm is adapting to people’s changing cooking and shopping habits.

Waitrose and Mindful Chef share the same ethos when it comes to ingredients - high quality and ethical sourcing is key.

All Mindful Chef chicken is British free range, all its fish is sustainably sourced and all its beef is British from grass-fed heritage breed cattle. On top of that, for every meal sold, Mindful Chef donates one school meal to a child living in poverty through the One Feeds Two charity.

For the trial, Mindful Chef is providing the recipes and ingredients. There are 20 new recipes to choose from every week, with a full size complimentary Waitrose Cooks’ Ingredient product to give customers something new to try. Each box also contains a co-branded leaflet with all recipe details, information about the Waitrose product and hints and tips for other recipes or ways to use our 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.”

Giles Humphries, Mindful Chef Founder and CMO, said, 'At Mindful Chef, our core mission is to make healthy eating easy through bringing healthy, quality & sustainable food directly to people's homes. We've been on an exciting journey since 2015 delivering over 20 million healthy meals to households across the UK.

“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 this January through a brand new partnership which has never been done before in UK Grocery.”