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Waitrose extends recipe box trial

| International retailers

Waitrose has revealed that it is extending the trial of its ‘Cook Well’ recipe box service following the success of a limited pilot launched earlier in the year.

The retailer said it has now added 60 new dishes, an extra delivery day on Mondays, and the option to choose a four person/family box. Waitrose also plans to step up the marketing of the service.

The delivery service was created in conjunction with tech consultancy ThoughtWorks. It claims to offer easy to prepare meals that are nutritionally balanced and caters for one-off and weekly subscription customers. There is a new menu each week with eight recipes to choose from. Boxes contain pre-portioned, bagged ingredients and step-by-step recipe cards, all delivered to customers’ homes free of charge. A box of two meals for two costs £28, whilst a box of three meals for two comes in at £39.

Waitrose launched its Cook Well service in March this year to selected customers. Archie Mason, Head of Business Development at the John Lewis Partnership, said the company was “greatly encouraged” by the initial response from customers with it having taken on their feedback to develop the new recipes and the additional delivery day.

A number of the supermarket multiples are trialling recipe kits in­-store to capitalise on the consumer shift towards healthier eating, although Waitrose is the first retailer to offer a delivery service that competes with the likes of HelloFresh and Gousto.

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