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Beckhams-approved healthy recipe box startup launches £300k investment drive

Mindful Chef, the ‘farm to fork’ healthy recipe box startup, has launched its crowdfunding campaign on Seedrs today as it looks to raise £300k from crowdfund investors.

The business, established in 2015, aims to promote convenient healthy eating through its range of gluten-free, organic items delivered direct to customer’s homes.

Part of a growing industry for on-demand, healthy food options for time-poor professionals and busy individuals, users select recipes from the site, noting any dietary preferences and Mindful Chef source and deliver the relevant produce which the customer then cooks in their own time.

In its short life, the startup has already received approval from the Beckhams and the England rugby team.

Recipes rotate on a weekly-basis and are crafted by Head Chef, Louise Mitchell, a stalwart of the premium fresh food sector and who has received training from the award-winning Leith’s Cookery School.

She is joined by co-founders Robert Grieg-Gran, Giles Humphries and Myles Hopper, school friends who joined together after noticing a gap in the market for professionals looking to prepare healthy meals but who lack the time to source the ingredients.

Commenting on the launch of their crowdfunding campaign, Giles said: “Mindful Chef is a challenger brand in an exciting sector with a number of unique brand differentiators.

“By fundraising on Seedrs we hope to reach a wider market, build brand loyalty from new investors and take our simple, delicious healthy-eating option to more people. We are excited to invite people to be a part of our long-term journey.”

If successful, the brand hopes to use the £300k investment to increase their exposure through expanded marketing efforts, and develop an app for the service, with a view to rolling out Mindful Chef to homes across the country.

Ekaterina Steube, Campaigns Success Manager at Seedrs, added: “Mindful Chef is a vibrant, eye-catching healthy food brand, pioneered by three inspirational entrepreneurs. We are delighted to be hosting the campaign on Seedrs, and we’re excited to see their customers, fans and partners jump on board to be a part of their exciting growth plans.”

In a testament to consumer demand for healthy, on-demand deliveries, London-based foodtech startup Cookoo secured £250k investment just last week.

Meanwhile, there are high hopes for the recipe box delivery sector, with predictions that it could snag 0.25% of the UK’s £178bn grocery market as more consumers look to convenient, on-demand ways to eat healthily.