UK retailer Waitrose has extended its 'Cook Well' range, which delivers pre-prepared ready-to-cook meal boxes to customers.
As part of the expansion plan, an extra 60 new dishes have been added to the range, as well an an additional delivery day on Mondays, and the option to choose a four person box.
Waitrose says that the new additions are the result of cooperation between chefs and nutritionists, in order to provide easy meals with no added sugar and salt.
The delivery service is available for subscription customers, providing a new menu each week with eight recipes. The boxes contain pre-portioned, bagged ingredients and step-by-step recipe cards, delivered to the customer's house for free.
Promising Future
“We have been greatly encouraged by the initial response with customers delighted at the quality and convenience we are offering and the fact that recipes have been specifically tailored to be nutritionally balanced,” said Archie Mason, head of business development at the John Lewis Partnership.
Shoppers can choose from vegetarian, pescatarian and meat options. A three-recipe box normally costs £6.50 per portion.
Meal boxes are becoming more popular in European supermarkets. Earlier this week, Lidl Switzerland launched its own version, 'Menu Box', adding to initiatives by Migros, Carrefour Belgium, and Albert Heijn, among others.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Francesca Volpe. Click subscribe to sign up to ESM: The European Supermarket Magazine.
