Award-winning vegan meal kit brand Grubby aims to make cooking with plants ‘more accessible, fun, and tasty’…
Vegan meal kit brand Grubby has secured a listing with a major UK supermarket.
The award-winning brand, which aims to make cooking with plants ‘more accessible, fun, and tasty’, started off as a B2B operation in 2020.
Now, it has more than 56,000 customers and has revenues exceeding £4 million.
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Grubby’s vegan meal kits – where to buy
Customers wanting to try Grubby’s sustainably sourced recipe kits can find them in Tesco stores across the UK.
Priced at £9.95 per kit, shoppers will have the choice of Aubergine Thai Green Curry, Curried Coconut Dahl, and Crispy Gnocchi Puttanesca.
All of Grubby’s meals are low in calories, made with seasonal produce, and take less than 30 minutes to cook.
Grubby founder Martin Holden-White, described the launch as a ‘fantastic milestone’ to help make plant-based food ‘accessible to everyone’ - especially as 80 percent of its customers are non-vegans. Photo © Grubby
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Making plant-based food accessible
In a statement sent to Vegan Food & Living, a spokesperson for Tesco said: “Grubby fitted really nicely into our ‘Dinner tonight’ strategy within produce, which is all about making it easier for our customers to whip up quick and healthy dinners.
“Plant-based is also a high growth category for us, and it’s important we make it as accessible as possible for Tesco customers, which Grubby does perfectly.
“We can’t wait to see the brand evolve in Tesco over the coming months and years to come.”
Founder and CEO of Grubby, Martin Holden-White, described the launch as a ‘fantastic milestone’ to help make plant-based food ‘accessible to everyone’ – especially as 80 percent of its customers are non-vegans.
“We’re incredibly excited to lead the recipe kit movement into UK retail with the launch into Tesco. It’s a big moment for us,” he added.
“Plant-based continues to be a super high growth category in retail, and sustainability and convenience were clearly a key priority for Tesco.
“Right from the start, we saw a huge opportunity in working together to deliver a range of super simple, plant-based recipes that appealed to their wide range of shoppers.”
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Featured photo © Grubby
