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Simply Cook pushes into stores with Sainsbury’s

Simply Cook has made its in-store debut with the launch of six recipe kits in Sainsbury’s.

The online subscription recipe service is now available for consumers to purchase in store, choosing initially from six recipes including Goan Fish Curry and Penne Alla Rustica.

The move into retail stores follows a similar move from meal kit eCommerce brand, Hello Fresh, which is also available in Sainsbury’s. Meanwhile some retailers are even launching their own online subscription meal kits, like Waitrose’s Cook Well offering.

The Simply Cook model is aimed at consumers who enjoy cooking, but not the planning. Its kits include three flavour pots and a recipe, but no fresh ingredients.

“Over the past few years our online subscription service has gone from strength to strength and the time had come for us to branch out into the retail environment,” said Oli Ashness, founder of Simply Cook. “These powerful recipe kits pack a real punch, but in a crowded marketplace, we needed a strong visual identity to differentiate from the competition.”

B&B studio and Path were the brains behind the brand’s design for its move into the supermarket environment – B&B studio delivering the brand positioning and creative strategy, while Path created the physical strategy and design for the packaging and point of sale.

Chris Forecast, creative director at Path, said: “Simply Cook brings delicious recipes from around the world into consumers’ kitchens, making cooking exciting, enjoyable and, most notably, easy.

“In creating the structure, we wanted to reinforce these ideas at every point of interaction: from opening the first panel and seeing a mouth-watering photo, to tearing the box open and discovering the recipe, to being able to easily prop the recipe up when you start cooking.”