Waitrose has launched a co-branded recipe box partnership with Mindful Chef in what it said was a UK supermarket first.

Waitrose and Mindful Chef co-branded recipe box being delivered

Waitrose and Mindful Chef have launched a co-branded recipe box service

The Waitrose Mindful Chef boxes, including items from the grocer’s cooks’ ingredients range, will be sold online in a 12-week pilot with the first deliveries in early January 2022.

Waitrose, owned by the John Lewis Partnership, said that the tie-up would extend its reach to new customers and, through enhanced convenience, help ensure it adapted to changing cooking and shopping habits. 

Waitrose commercial director Charlotte di Cello, said: “This partnership is a fantastic opportunity for Waitrose to grow and give our customers more convenient and innovative ways to enjoy our 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 maintaining our fundamental values of great quality delicious products which are sustainable and ethically sourced.” 

mindful chef

Mindful chef founder and chief marketing officer Giles Humphries said: “Our core mission is to make healthy eating easy through bringing healthy, quality and sustainable food directly to people’s homes. 

“We are 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 through a brand new partnership which has never been done before in UK grocery.”

 

 

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