Mindful Chef partners with Waitrose to launch first supermarket co-branded recipe box


Healthy food brand Mindful Chef has partnered with Waitrose to offer the first supermarket co-branded recipe box service in the UK.

The 12-week trial gives Waitrose customers the opportunity to try a high-quality recipe box service by the UK’s highest rated recipe box company, and the only UK service which offers one-person options and carbon neutral deliveries. The Mindful Chef x Waitrose box brings delicious, nutritionist-designed recipe boxes straight to customers’ doors. Customers can choose between two and five recipes a week, full of fresh, nutritious vegetables, high-quality protein and wholesome carbs, along with something extra from the Waitrose Cooks’ Ingredients range.

The partnership is another way for Waitrose customers to experience different choices and have options to suit changing cooking and shopping habits. Mindful Chef and Waitrose share the same ethos when it comes to ingredients, high quality, ethical sourcing is key. All Mindful Chef chicken is free range, all its fish is sustainably sourced and all its beef is British from grass-fed heritage breed cattle. On top of that, for every meal sold, Mindful Chef donates one school meal to a child living in poverty through the One Feeds Two charity.

For the trial, Mindful Chef will be providing the recipes and ingredients. There will be 20 new recipes to choose from every week, with a full-size complimentary Waitrose Cooks’ Ingredient product to give customers something new to try. Each box will also contain a co-branded leaflet with all recipe details, information about the Waitrose products and hints and tips for other recipes or ways to use Waitrose products.

Giles Humphries, Mindful Chef Founder and CMO says:

“At Mindful Chef, our core mission is to make healthy eating easy through bringing healthy, quality & sustainable food directly to people’s homes. We’ve been on an exciting journey since 2015 delivering over 20 million healthy meals to households across the UK.

“We are therefore 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 in January through a brand-new partnership which has never been done before in UK Grocery”.

Charlotte di Cello, Commercial Director at Waitrose says:

“This trial with Mindful Chef is a fantastic opportunity to advance our commercial partnerships to allow Waitrose to grow efficiently and give our customers more convenient and innovative ways to try our products. We know many of our customers are moving to a hybrid way of shopping and eating and a lot of the time this is a mix of recipe boxes and either in-store or online shopping.

“This partnership allows us to help spark some recipe inspiration for those customers looking to try something new whilst still maintaining our fundamental values of great quality tasting products which are sustainable and ethically sourced”.

Customers can find out more about how they will be able to order a Mindful Chef x Waitrose box at Waitrose.MindfulChef.com from Wednesday 29th December 2021, with the first boxes to be delivered from 4th January 2022 onwards.