Just a little over a year after securing £1 million through its equity crowdfunding campaign on Seedrs, Mindful Chef launched a Crowdcube initiative and quickly raised its £1 million funding target from nearly 250 investors.
As previously reported, Mindful Chef, which was founded by school friends Robert Grieg-Gran, Giles Humphries and Myles Hopper, is described as a young company that makes healthy eating easy by delivering all the good-for-you ingredients to create meals. The brand offers gluten-free, organic produce with no refined carbohydrates to homes across the UK. Customers choose the recipes, Mindful Chef source and deliver the ingredients. The customer cooks the meal, saving time and minimizing waste.
“Mindful Chef is a 2.5 year old recipe box company. We started the business to help people eat healthily – our belief was that the easiest way to maintain a healthy diet is to have all the ingredients, together with a recipe card, delivered to your door. We focus on the healthy and premium end of the recipe box market and ship all the ingredients that you need to make 2-5 evening meals – all with fresh British produce (when available) and no refined carbs (no pasta, no white rice, no bread). We pride ourselves on our innovative uses of vegetables in evening meals that are both gluten-free and dairy-free. We ship nationwide, and cater for 1 person, 2 person and 4 person boxes. To our knowledge we also offer the UK’s first vegan recipe box, alongside our meat and fish options.”
Mindful Chef also reported that it has shipped over 500,000 meals, and in the last 12 months have grown from £20k per week to £80k per week of sales. In July, the company announced its support for One Feeds Two charity and for every meal that a customer buys, a school meal will be donated to a child living in poverty.
Funds from the Crowdcube round will be used to continue Mindful Chef’s growth. The company stated it plans to spend approximately £2 million on marketing in the next 12 months and spend an additional £250,000 on technology and investing in a mobile app. The campaign is currently set to close at the end of October.
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