Waitrose has teamed up 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 Waitrose Cooks’ range of ingredients – which can range from spices to herbs and chopped vegetables.
There will also be product information and advice on other ways to use the items in the box. The first batch of boxes was 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 offer our customers more convenient and innovative ways to enjoy our high quality products,” said Charlotte di Cello, Commercial Director of Waitrose.
“We know that many are adopting 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 recipe inspiration for customers looking to try something new, while maintaining our core values of delicious, high-quality, sustainable and ethically sourced products.”
As part of the trial, Mindful Chef will offer customers 20 new recipes to choose from each week, along with a co-branded flyer with full recipe details.
Founder and CMO of Mindful Chef, Giles Humphries, said he was “proud and delighted to partner with Waitrose given the perfect match of our values and our passion for the highest quality products”.
“Together we look forward to bringing delicious, healthy food straight to people from January through a brand new partnership that has never been done before in UK grocery stores.”
The move follows Waitrose’s recent wholesale deal to supply over 1,000 products to the Channel Island Alliance convenience store chain.
And last November it also struck a similar deal with Scottish convenience store chain Margiotta, taking over a supply deal that previously belonged to rival Co-op.
A Waitrose spokesperson said the partnerships were part of plans the group set out last year to “continue to work with third parties to provide greater convenience to our customers, reach new audiences and grow effectively “.