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 …


Recipe box provider Gousto plant-based meals

© Gousto

Facts & Figures

Recipe Box Provider Gousto Sees Meatless Meal Sales Double Within Four Years

UK-based recipe box provider Gousto has released its 2024 Food Trends report, which reveals that the company’s sales of meatless meals have doubled in the past four years. Additionally, Gousto told Wales Online that 23% of meal orders were plant-based in 2023, with this figure even higher in some areas. The highest proportion of plant-based meals was ordered in the following towns and cities: London – 32.5% Harrow – 31% Brighton – 30% Bristol – 28.2% Cambridge – 27.3% Edinburgh – 26.8% Watford – 26.3% Oxford – 26.3% Truro – 26.1% Southall – 25.9%. “Flexitarianism and the rise of plant-based meals have been some of the most important food trends of 2023,” says the Food Trends report. Plant-based meal kits Recipe kits rose in popularity …


ProVeg NHF

© ProVeg International

Delivery Services

How Meal Kit Companies Target Flexitarians to Promote Plant-Based & Drive Profits

Consumers are increasingly turning towards convenience, as lives get busier and working hours lengthen. This behaviour change is important for customer-focused food companies to consider, as it will affect how consumers approach mealtimes and thus, what they buy and eat. At the same time, the plant-based sector is seeing no sign of slowing down, with 40% of consumers now buying plant-based foods.  To appeal to as many consumers as possible, many meal kit brands have turned to the plant-based market, combining convenience with new ranges of plant-based recipe boxes. The past few years have also seen a huge increase in smaller recipe kit and meal box brands dedicated entirely to plant-based or vegetarian ingredients. Although these levels of growth have proved to be unsustainable, the …