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Source: Waitrose

Customers will be able to try the co-branded home meal kits from 4 January

Waitrose has partnered with Mindful Chef to create a co-branded recipe box that showcases its ingredients.

During the 12-week trial, Mindful Chef subscribers will be able to order boxes containing a complementary product from the Waitrose Cooks’ Ingredients range  – which can be anything from spices to herbs and chopped vegetables.

There will also be information about the product and tips on alternative ways to use the box’s items. The first batch of boxes were made available this week and, if the trial is successful, Waitrose will consider supplying more ingredients. 

“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,” said Waitrose’s 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.

“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.”

As part of the trial, Mindful Chef will give customers 20 new recipes to choose from every week, as well as a co-branded leaflet with all recipe details.

Mindful Chef founder and CMO Giles Humphries said he was “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 January through a brand-new partnership which has never been done before in UK grocery.”

The move follows Waitrose’s recent wholesale deal to supply over 1,000 products to Channel Island convenience store chain Alliance.

And last November, it also struck a similar deal with Scottish convenience chain Margiotta, taking over a supply agreement that previously belonged to rival Co-op.

A Waitrose spokesman said the partnerships were part of plans the group set out last year to “continue to work with third parties to provide greater convenience for our customers, reach new audiences and grow efficiently”.