Plant-based recipe kit start-up, Grubby, has teamed up with Tesco to launch its first retail offer, following the success of its D2C business.
Landing in stores nationwide on 2nd October, Grubby’s retail meal kits will feature in a dedicated branded display, offering a three-strong range of vegan, nutritious, sustainably sourced recipe kits, each serving two people, in a 100% recyclable box.
With a choice of Aubergine Thai Green Curry, Curried Coconut Dahl, Crispy Gnocchi Puttanesca – and more to come soon – each Grubby recipe is low in calories, made with fresh, seasonal produce and takes less than 30 minutes to cook.
Founded by Martin Holden-White, Grubby launched onto the recipe kit scene in 2020, as the first-to-market 100% plant-based offer, set to make cooking with plants more accessible, fun and tasty, whilst protecting that planet.
The brand started out as a B2B, delivering into offices, before venturing into D2C during the Pandemic, and now has revenues of over £4M, with customer spend trebling in the last year.
To date, Grubby has served up over a million meals to a loyal base of over 56,000 customers and is one of the UK’s highest-rated recipe boxes on Trustpilot.
The challenger brand has established a loyal foodie following, recently partnering with Sunday Times Best-Selling vegan authors and influencers BOSH!. Committed to sustainability, Grubby also scooped this year’s Startups 100 prestigious Social Impact Award and achieved B Corp status, with one of the highest assessment scores in the industry. D2C customers can track the unique carbon footprint of each Grubby meal vs its meat-based equivalent, using the brand’s unique personalised dashboard.
Tesco commented: “Grubby fitted really nicely into our ‘Dinner tonight’ strategy within produce, which is all about making it easier for our customers to whip up quick and healthy dinners. “Plant-based is also a high growth category for us, and it’s important we make it as accessible as possible for Tesco customers, which Grubby does perfectly.
“We can’t wait to see the brand evolve in Tesco over the coming months and years to come.
Founder and CEO of Grubby, Martin Holden-White, said: “We are incredibly excited to lead the recipe kit movement into UK retail with the launch into Tesco. It’s a big moment for us.
“Plant-based continues to be a super high growth category in retail, and sustainability and convenience were clearly a key priority for Tesco. Right from the start, we saw a huge opportunity in working together to deliver a range of super simple, plant-based recipes that appealed to their wide range of shoppers.
“80% of Grubby customers are not vegan; they’re meat reducers or simply people who want to build more plants into their diets for the benefit of their health and the planet, so the opportunity is massive. Our job is simply to make our meals so delicious that meat will never be missed, and the Tesco launch is a fantastic milestone to making cooking with plants accessible to everyone.”
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