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Waitrose begins trialing recipe kit delivery service

| International retailers

Waitrose is taking on fast-growing recipe kit delivery companies such as HelloFresh and Gousto with the launch of its own such service.

According to trade magazine The Grocer, the retailer has recently launched its ‘Cook Well’ recipe box service with the first deliveries taking place next week.  Customers can order boxes from a dedicated website, containing pre­-portioned Waitrose ingredients with step-by-step recipe cards to cook healthy meals at home. The boxes are delivered free of charge with customers able to make a single-order or sign-up for a weekly subscription.

During the trial stage, customers will have a choice of eight meals each week.  A box of two meals for two costs £28 and a box of three meals for two costs £39.

A number of the supermarket multiples are trailing recipe kits in­-store to capitalise on the consumer shift towards healthier eating, although Waitrose is the first retailer to offer a delivery service.

A spokesperson for Waitrose told The Grocer that said it was “in the early stages of a small scale trial of inspiring and delicious recipe boxes.”

They added: “We’re currently running this trial with partners and selected customers to gauge demand and help us refine the proposition before deciding on our next steps.”

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