Plant-based recipe and ready meal subscription brand Grubby has partnered with gut health subscription company Zoe on the creation of a range of “plant-diverse and fibre-rich” meals.
The recipes have each been reviewed and approved by Zoe’s head nutritionist Dr Federica Amati.
The collaboration includes co-branded packaging, email marketing, social media and PR, “bringing together Grubby’s chef-developed, globally inspired flavours with Zoe’s world-leading nutrition science”, the companies said.
Each dish has been scored against Zoe’s nutritional criteria and awarded a Zoe-approved stamp, appearing on grubby.co.uk and across all campaign materials.
The first 1,250 meal boxes to be delivered will also include a sample of Zoe’s Daily30+ gut health supplement.
The collection spans eight meal kits across two weeks, plus three pre-prepared meals.
“We know from decades of research that the dietary factors most consistently linked to longer, healthier lives are whole grains, legumes, nuts and seeds, fruits, vegetables and omega-3 rich foods,” Amati said. “The challenge has never been the science, it has been making those foods accessible and exciting to eat, week after week. That is exactly what Grubby and Daily30+ do, with flavour, texture and whole-food ingredients.”
Research shows only 5% of the UK adult population eats enough fibre; the average adult consumes around 19g of fibre a day against the recommended 30g. A single Zoe-approved Grubby meal delivers up to 23g.
“We’ve always believed that plant-based food can be the most exciting choice on the table, without any degree of compromise,” said Martin Holden-White, founder of Grubby. “Working alongside Zoe has allowed us to back that up with real substance and deliver incredibly flavourful, nutrient-packed dishes all powered by the cutting-edge gut health science Zoe has pioneered.”
Grubby launched in 2020, as the first-to-market 100% plant-based recipe box brand, initially B2B delivering into offices. It ventured into direct to consumer sales during the Covid pandemic, and now has revenues of more than £4m, with customer spend trebling in the past year.
To date, Grubby has served up over a million meals to a base of more than 56,000 customers and is one of the UK’s highest-rated recipe boxes on Trustpilot.
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