3rd January 2023

Mindful Chef reports a 589% soar in new customer sign-ups as health remains at the top of the nation’s agenda


Despite the cost-of-living crisis, it’s evident the nation will continue to prioritise health this January as healthy recipe box brand Mindful Chef reports a +589% increase in new customer sign-ups* this week.


Tim Lee, CEO of Mindful Chef, comments: "We have seen a significant spike in new customer sign-ups this post-New Year, with a +589% uplift*. This has beaten the +452% increase** we experienced at the peak of the Covid lockdown. 


Online grocery shopping continues to grow in popularity and health remains at the front of many people's minds. We also believe due to the cost-of-living challenges more consumers are opting to eat in and trade up to quality meals at home versus an expensive restaurant meal out.


As a business with health and wellbeing at its heart, the New Year is typically a busy period for Mindful Chef, however, with increased pressure on customer spending, this recent hike is higher than expected.”


The UK’s favourite healthy recipe box service*** has seen an uplift across its range, with one-person, two-person, family boxes and its prepared range all experiencing a spike in sales. And plant-based eating continues to prove popular with 25% of new customers opting for an exclusively vegan recipe box this January. 


Tim Lee continues: "Encouraging people to eat more plant-based meals aligns closely with our sustainability goals. We are seeing a continued trend in customers adding vegan meals to their boxes. With nearly a third of our customers choosing plant-based meals****.”


Notes to editor:

*Based on sales week on week, between Monday 26th December 2022 and Monday 2nd January 2023

**Based on sales week on week, in March 2020

***Source: Trustpilot

****Based on 32% of the recipes sold in 2022 being plant-based


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