Should You Try Simply Cook?

UK startup SimplyCook is another recipe kit service, but you won’t hate it.

Unlike competitors HelloFresh, Gousto, Marley Spoon, and Shuttlecook, the company doesn’t send you all of the fresh ingredients required to turn its recipes into food on your table.

Instead, the subscription service consists of recipe cards and what SimplyCook calls “ingredients kits,” which are herbs, spices, sauces and other extras needed to cook each meal.

The idea is that the rest of the ingredients are easily obtainable as part of your regular weekly shop, and in turn means that the London-based startup, perhaps smartly and for the most part, avoids being in the fresh food delivery business.

“SimplyCook provides specially curated cooks’ ingredients that provide the flavour, alongside 20 minute recipes giving customers the confidence to discover new meals without the constraints,” explains founder Oli Ashness.

“With each monthly delivery customers can cook 4 new meals at their own leisure and the focus on high quality flavour ingredients means the quality is high and results are guaranteed.”

A monthly subscription costs £10 for four meals’ worth of recipe-kit, serving two people per meal. That makes the model potentially cheaper than competitors, since you are left to shop around for the rest of the required ingredients. Although, of course, for some customers that difference may not be worth the hassle.

“SimplyCook customers don’t need to commit £40-50 per week on top of their regular shop on food and aren’t forced to cook 3+ meals within 5 days of receiving the product. If plans change, then HelloFresh and Gousto effectively jump up to £20 per meal if you don’t fit one meal into your week’s plans. That’s very expensive and very wasteful for anyone with a busy lifestyle.

“Understanding that groceries are incredibly accessible, people have to shop anyway, and that consumers care about choice and price when it comes to fresh ingredients means we can focus on all the tricky bits and pressing the right buttons to get people cooking rather than a revenue model.”

Oli Ashness Founder of Simply Cook

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