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The 12-week pilot gives customers the chance to try a high quality meal from the only UK service which offers one-person options and carbon neutral deliveries.
Customers can choose between two and five recipes a week, delivered to their door, that are full of fresh, nutritious vegetables, high-quality protein and wholesome carbs, along with something extra special from the Waitrose Cooks’ Ingredients range.
The supermarket sees the pioneering new offering as broadening its reach to new audiences, adapting to their changing cooking and shopping habits and giving customers greater convenient access to new and innovative Waitrose products.
The two businesses say they share the same ethos when it comes to ingredients, with high quality and ethical sourcing paramount.
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. For every meal sold, Mindful Chef donates one school meal to a child living in poverty through the One Feeds Two charity.
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For the trial, Mindful Chef will be providing the recipes and ingredients. There will be 20 new ones to choose from every week, with a full-size complimentary Waitrose Cooks’ Ingredient product to try as well.
Each box will also 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 our products.
“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,” says Waitrose commercial director Charlotte di Cello.
“We know many are moving to a hybrid way of shopping and eating, with a mix of recipe boxes, in-store and online shopping.”
Mindful Chef has delivered over 20 million meals to homes since 2015 and “we are proud and excited to partner with Waitrose given the perfect fit of our values and passion for the highest quality produce,” adds its chief marketing officer Giles Humphries.
“Together, we look forward to bringing delicious and healthy food direct to people’s homes from January through a partnership which has never been done before in UK grocery.”
The first boxes will be delivered from January 4, the website Waitrose.MindfulChef.com is live from December 29.
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