Mindful Chef reaches £2m investment target after just 11 days

Mindful Chef, a health-conscious food box company backed by celebrities including Victoria Pendleton CBE, Sir Andy Murray and Will Greenwood MBE, has successfully raised £2m from 680 backers on Crowdcube in just 11 days.

This is already ahead of its 30-day deadline, with the mission to continue to evolve the premium and healthy side of the recipe box market via increased marketing activity and the development of new technology to support the company’s ‘farm to fork’ model.

Mindful Chef has looked to its existing board of directors and major shareholders, whom have all reinvested.

Victoria Pendleton CBE commented: “I’m really happy to be supporting Mindful Chef - I am 100 per cent behind them in helping even more people make delicious, simple, fresh and healthy food at home.”

Since launching in 2015, the business has shipped over 500,000 recipes from farms in Devon. It aims to reduce sugar and carbs, therefore customers will never receive pasta, bread or white rice, but will receive vegetable recipes that are gluten and dairy-free.

Supposedly taking only 30 minutes to cook at home, Mindful Chef uses just 10 ingredients in every recipe. Traditional grocers are now interested in such meal kits; UK and US stores are trialling this format and seeking acquisitions.