UK-based children’s food supplier Annabel Karmel is to market a range of “family-friendly” dishes through local recipe-box specialist Gousto.
Annabel Karmel, which focuses mostly on baby and toddler food, is to develop a range of recipes targeted at the whole family that will be marketed through Gousto, the London-based seller of recipe boxes online.
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A spokesperson for Annabel Karmel, owned and run by the nutrition and cookery author of the same name, said: “Annabel is always looking to make life easier for families by producing recipes that the whole family can enjoy. These can be found in her most recent cookbooks but she hasn’t produced products in a way that can be physically purchased, which is why this is such an exciting partnership.”
The dishes include a one-pot chicken and tomato orzo, a chicken curry and a veg bolognese. Each recipe will use ingredients sourced by Gousto, which said Annabel Karmel “is the only brand we’re working with on this level”.
Timo Boldt, the founder and CEO of Gousto, said: “We know Gousto already works for families across the UK, by taking the hassle out of planning, shopping and cooking, with a choice of quick and easy recipes and flexible delivery.
“We’re excited about the Annabel Karmel partnership because it allows us to take this one step further, lifting a weight off parents’ shoulders by giving them the confidence to cook good family food which works for everyone sitting around the dinner table – even the youngest of diners and fussiest of eaters.”
The Annabel Karmel recipes will be available to order on www.gousto.co.uk from the week starting 28 August, with deliveries taking place from 5 September.
Gousto, which says it covers 99% of UK postcodes, is number two in the UK online recipe-kit market, with an estimated share of 20%. The company says rival HelloFresh holds around 62% of the market.
Earlier this year, HelloFresh launched its own branded recipe kits for sale at Sainsbury’s, the UK’s second-largest grocery retailer. Gousto is trialling a click-and-collect service at ten stores of The Co-op, the country’s number five grocer.
