Recipe box group, Mindful Chef has today launched a new frozen range of meals and smoothies at Selfridges, .
Following a reported +424% spike in sales of its healthy frozen meals, Mindful Chef is proud to have secured a listing within Selfridges’ London Food Hall. This will broaden the availability of its frozen meals and smoothie mixes, encouraging the public to continue eating healthily as lockdown 2.0 is in full swing.
Selfridges stocks a curated selection of Mindful Chef’s healthy frozen meals and smoothie mixes, all available to purchase from the flagship Selfridges store on London’s Oxford Street. Additionally, to mark the launch, Mindful Chef has created two exclusive frozen meals and two smoothie mixes for the iconic department store.
Designed to make healthy eating easy, Mindful Chef's nutritionally balanced meals and smoothie mixes feature the same high quality, sustainably-sourced ingredients used in its recipe boxes. As with all Mindful Chef products, the entire frozen range is free from refined carbs, gluten and dairy.
Handcrafted by chefs in small batches and frozen to lock in freshness, the meals are suitable for cooking in the oven or microwave in as little as eight minutes, whilst the smoothies are ideal for breakfast or a healthy snack. The one-person frozen meals will be priced at £6.95 and the smoothie packs (five portions) will be priced at £12.00.
The Selfridges exclusives include:
Healthy frozen meals
> Miso aubergine with edamame (Vg): A Japanese-inspired dish in which the aubergine is cooked in umami-sweet miso sauce, then tossed with oyster mushrooms and scattered with crunchy cashews
> Teriyaki-glazed salmon: Sustainably-sourced salmon is coated in a salty-sweet teriyaki sauce and plated with black rice, broccoli and tender edamame. There’s just a hint of chilli, too
Nutritious frozen smoothies mixes
> Matcha Coconut: Antioxidant-rich green tea meets nutritious spinach. Natural sweetness is added with smooth coconut yoghurt, crisp apple and ripe banana
> Tropical Turmeric: A refreshing blend packed with golden goodness – ripe mango, fresh pineapple, exotic baobab and boosted by potent turmeric and warming ginger
Mindful Chef CEO, Tim Lee commented, “A Mindful Chef survey conducted over lockdown demonstrated that two-thirds of people admitted to eating ‘badly’ pre-pandemic as they didn’t have the time to prepare nutritious food.
'Whilst sales of our recipe boxes soared +450% over lockdown, it became clear to us that there also exists a consumer demand for incredibly quick and simple frozen meals that nevertheless provide nutritional value to our customers when time is poor.
'We are therefore incredibly excited to introduce our healthy frozen meal and smoothie range to the Selfridges shopper, offering them convenient and nutritious meal options to pursue healthy eating habits post-lockdown, as the pace of life becomes faster once again for many.”
Maria Trapani, Selfridges Food Buyer, comments: “Mindful Chef shares our commitment to using only ethically sourced ingredients from trusted suppliers, with meals made using grass-fed meat and free-range chicken. Through our partnership we are able to expand our frozen offering with delicious nutritionally balanced prepared meals and smoothie kits, exclusive to Selfridges, for customers who are looking for quick, healthy options.”
Mindful Chef has also recently launched a curated selection of its plant-based frozen meals into Planet Organic stores across London.