Mindful Chef has expanded its portfolio with a four-strong range of frozen ready meals, as the health-focused recipe box service aims to continue its rapid growth.
From 1 April, existing Mindful Chef subscribers will be able to order the meals for one along with a recipe box. The quartet will become available individually to everyone from May, with a minimum order of four. At £7 each, they are priced in line with Mindful Chef’s fresh meals.
Based on the direct-to-consumer brand’s most popular fresh recipes, the frozen lineup comprises Spicy Panang Chicken Curry with Black Rice, Italian-Style Beef & Squash ‘Lasagne’, Creamy Coconut Fish Pie with Sweet Potato Mash, and Pulled Barbecue Jackfruit with Charred Corn.
Each provides around 500kcals and is free from refined carbs, gluten, dairy and refined sugar, while all meat and fish comes from British suppliers. Cooking time is seven and a half minutes in a microwave, or 40 minutes in a conventional oven.
Mindful Chef has also teamed up with Deliveroo to offer its new meals for a limited period in Manchester and London’s Battersea and Swiss Cottage. They will be available already cooked on 2 April only, and then frozen from 3 April to 16 April.
The launch of the meals were aimed at the many people who were time-poor but also “increasingly conscious about regularly eating healthy food” said Mindful Chef CEO Tim Lee. The partnership with Deliveroo would “give us the opportunity to reach new customers. We look forward to seeing the response of the trial and using the results to explore different ways that we can deliver Mindful Chef to customers.”
It comes after the fast-growing business – founded in 2015 – reported a 178% rise in sales last year to amass annualised revenue of £10m. In January, it secured £6m in funding from private equity house Piper to underpin its growth plans.