insights

UK Recipe Box Companies Thriving During COVID-19 Pandemic

Recipe box companies are dealing with unprecedented sales during the COVID-19 pandemic.
Recipe box companies are dealing with unprecedented sales during the COVID-19 pandemic.

March 27, 2020 — As many food business throughout the UK struggle with temporary closures, reduced operating hours and altering their service options, there is one type of food business that is dealing with a big boom.

Recipe box companies are dealing with unprecedented sales during the COVID-19 pandemic. Some recipe box companies have seen the amount of orders double or quadruple over a single day. These companies provide customers with a box of ingredients and recipes delivered directly to their door — an ideal service in a time when people are being encouraged to stay home.

MindfulChef, a recipe box delivery company, has seen a significant increase in orders since the COVID-19 pandemic began including a +425% increase in new customers and a +387% increase in frozen meal sales. Gousto, which is a British meal kit provider, anticipates delivering over 4 million meals to 380,000 UK customers over the course of the next four weeks.

It isn’t just the increase in frequency of orders that accounts for the spike in sales. How and what customers are ordering are also having an effect. Customers are tending to order larger amounts of food to feed entire families, rather than just individuals or a few people. People are also ordering on behalf of other people who may be elderly or immunocompromised and are not leaving their home due to COVID-19.

All of these cases indicate that recipe box companies will continue to see an upward trend in sales as the COVID-19 pandemic takes hold throughout the UK. While traditional food businesses in the food industry are dealing with unprecedented struggles, this boom for recipe box companies indicates that some businesses can and will thrive despite the pandemic.