Increasing evidence that direct to consumer success can lead to much wider distribution is provided by news that Waitrose is taking four chilled products from Mindful Chef for sale in its supermarkets. This move follows the DTC recipe box launched by the retailer in partnership with Mindful Chef, as well as it now stocking some of its frozen ready meals.
Mindful Chef CMO and founder Giles Humphries commented that he is proud and excited to partner with Waitrose given the perfect fit of values and passion for the highest quality produce.
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