Following the success of Mindful Chef’s exclusive D2C recipe box partnership with Waitrose – the UK first was launched in December 2021 and is seeing sustained interest – the healthy food brand is pleased to announce the next stage of this unique retail relationship.
Working closely with Waitrose, Mindful Chef is making its first foray into the chilled prepared meal market – a category showing significant growth at 21.9% YoY 20/21 – by developing a chilled Ready To Go range that has launched exclusively into 300 of the supermarket’s stores nationwide. Mindful Chef hopes to carve a space within the burgeoning category as the go-to healthier option, in turn shifting consumer perception of the prepared meal market.
Fish Pie with Sweet Potato Mash; Chilli con Carne with Brown Rice; Black Chickpea and Cashew Korma with Red Rice and Chicken Tikka Masala with Brown Rice each serve one person and retail at £6, taking inspiration from Mindful Chef’s popular D2C recipes. In a UK first, Mindful Chef believes they bring the only gluten-free, dairy-free and refined sugar-free range to market providing a genuinely healthy solution for those low on time, with each meal taking just five minutes to cook.
The NPD follows recent Mindful Chef research into customer behaviours post-Covid, demonstrating a sustained interest in D2C deliveries and the growing need for convenience (the brand has seen a 303% year-on-year increase from January 2020-2022 despite Covid restrictions easing – passing through the 20 million meals delivered milestone) whilst consumers opt for in-person shopping experiences to fuel the rest of their week.
Charlotte di Cello, commercial director at Waitrose comments: “We are excited to build on our recipe box partnership with Mindful Chef, with the exclusive launch of their chilled meals range. These meals allow us to offer our customers healthy, nutritious and convenient meals from a brand who shares our passion for great quality, great tasting food which is sustainably and ethically sourced.”
Giles Humphries, Mindful Chef founder and CMO, comments: “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’re proud and excited to partner with Waitrose given the perfect fit of our values and passion for the highest quality produce, and thrilled to launch our new chilled ready meal range exclusively with them.”
Mindful Chef’s strategy to make healthy eating easy on all occasions has seen the brand amplify its Ready To Go range by 27% YoY 20/21 to suit evolving consumer needs. As Covid restrictions ease and consumers seek convenient, time-efficient options more frequently, Mindful Chef has seen particular success across its Ready To Go range. This category growth focus has, in turn, reaped rewards of 1,021% retail growth for the healthy food brand as retailers seek convenient yet healthy options to meet consumer demand.
The chilled range will join Mindful Chef’s frozen prepared meals which also rolled out into 300 Waitrose stores nationwide in March.