UK plant-based recipe kit startup GRUBBY has partnered with LEON Grocery to launch a range of limited-edition dishes.
From October 3 to 30, subscribers will be able to choose from four new recipes — Med Veg and Pesto Salad, Korean Sticky BBQ Cauliflower, Mexican Black Bean Salad, and Crispy Souvlaki Skewers. Each will come with one of LEON’s microwaveable rice pouches in either Spicy or Herbed flavour.
Recreating the LEON experience
LEON is a restaurant chain that aims to offer “naturally fast food”. In 2019, the brand launched a grocery range at supermarkets featuring sauces, dips, soups, and more. Like the new meal kits, these products aim to help consumers recreate the LEON dining experience at home.
“Our new recipes with LEON are show-stoppers”
Customers who sign up for the limited-edition meal kits will receive 25% off for the first two weeks, while anyone who tries all four recipes will be gifted with money off at LEON restaurants and products from the brand’s in-store grocery range.
“We’re delighted to be teaming up with GRUBBY,” said Head of LEON Grocery Miriam Rose. “We value their commitment to healthy, sustainable eating, their motivation in supporting British produce and suppliers, and their sheer passion in delivering big flavour to your door. It’s been fantastic working with them to curate these plant-based dishes, each dish inspired by the tastes of LEON, and truly championing our Microwave Rice.”
“Working with the best”
GRUBBY claims to be the UK’s first-to-market dedicated plant-based recipe kit brand and one of Trustpilot’s highest-rated online home delivery meal kits. The company has partnered with several other notable brands to date; in January, it offered a range of plant-based chicken dishes for Veganuary in collaboration with VFC. The following month, GRUBBY partnered with Redefine Meat to launch a plant-based steak recipe for Valentine’s Day. Other collaborators include BOSH! and Fable.
To date, GRUBBY has served over a million meals to its base of more than 56,000 customers. Customer spend has reportedly trebled in the last year, with revenues reaching over £4 million. The brand has also achieved B Corp status, with one of the highest scores in the industry.
“We pride ourselves on only working with the best when it comes to our collaboration partners, and our new recipes with LEON are show-stoppers,” said GRUBBY founder Martin Holden-White. “They combine the LEON dining experience with GRUBBY’s passion for delicious, fresh, seasonal, and sustainable produce. Strategically, the LEON partnership aligns perfectly with Grubby’s mission to provide more people with healthier, wholesome food choices and we can’t wait to share these recipes with our customers.”