Valentine's steak recipe

© Grubby/Redefine Meat

Company News

Grubby Partners With Redefine Meat for Premium Valentine’s Steak Recipe Kit

UK recipe kit startup Grubby has joined forces with plant-based meat company Redefine Meat to offer an exclusive Valentine’s Steak recipe. Available until March 22 as a premium option for Valentine’s Day, the dish marks the first time Redefine Meat’s plant-based beef flank has been available to home cooks in the UK. Previously, the product has only been available at top restaurants in the country. Grubby will also launch a Chimichurri steak dish made with the beef flank across March and April. Launched in 2020, Grubby claims to be the UK’s first fully plant-based recipe kit brand. The company has revenues of over £4 million, with customer spend trebling in the last year. In October, Grubby announced its first retail launch at Tesco, with three …


Vegan fried chicken brand VFC and the plant-based recipe kit startup Grubby, have partnered to offer exclusive chicken dishes for Veganuary.

© Image courtesy of VFC

Delivery Services

VFC and Grubby Join Forces for Exclusive Vegan Fried Chick*n Menu for Veganuary

Two leading UK vegan food companies, the famous fried chick*n brand VFC and Grubby, a recipe kit startup, have partnered to offer exclusive high-protein dishes for Veganuary. VFC will be Grubby’s “breaded chick*n partner,” adding three new recipes: Crispy Chicken Burger, Korean Fried Chicken, and Chicken Katsu Curry. The brand’s popular range of fried chicken alternative products will add a protein-rich alternative to Grubby’s healthy fakeaway and street food 2024 menu. The collaboration will expand to provide five new recipes during the year. Alison Reilly, Head of Marketing for VFC, said: “As the leading plant-based meal kit in the market, partnering with Grubby is a fantastic way to convert new consumers to the incredible taste of VFC and realise our mission to spare as many chickens’ lives as …


© Grubby

Products & Launches

Plant-Based Recipe Kit Startup Grubby Announces First Retail Launch at Tesco

Grubby, a UK startup offering plant-based recipe kits, has announced that it is launching at Tesco following the success of its D2C business. The launch marks the first time Grubby has been available for retail, with three recipe kits on offer — Aubergine Thai Green Curry, Curried Coconut Dahl, and Crispy Gnocchi Puttanesca. Each kit serves two people and will be presented in a dedicated branded display, with more varieties set to be introduced soon. Grubby began as a B2B business delivering to offices, before pivoting into D2C during the pandemic. The brand has over 56,000 customers, with customer spend trebling within the past year. The new launch comes as Tesco reports that plant-based is a “high-growth category”, countering media claims that the industry is …