Shaken & Stirred - Influential Brand Profiling and Positioning

Gousto signs Literally PR to cook up a storm ahead of a glorious summer

Gousto, the number one recipe kit home-delivery service, has grand plans for the year ahead.

The mission? To make cooking from scratch more convenient, creative and enjoyable.

Gousto has already come to the rescue of thousands of time-starved Brits, but there is much more work to be done to help the many of us who crave delicious dinners but regularly find ourselves staring lacklustre at an empty fridge, cooking the same old meals every night, and more often than not forking out on a takeaway.

The fast-growth company may have entered the limelight via Dragon’s Den back in 2013 but its ascent from Borough Market stall to delivering in excess of 7,000 recipe boxes nationwide each week (and creating 200 jobs in three years), is a success story in itself.

Literally PR has been tasked with communicating the benefits of the burgeoning home-delivery recipe kit market to the consumer and trade press, while showcasing on a national scale what makes Gousto such an incredibly innovative, responsive and reactive consumer-driven food and technology company.

#goustocooking | @goustocooking |

How does Gousto work?

Quite simply, Gousto enables you to choose and cook impressively delicious meals without any of the fuss or faff. There’s no traipsing round the shops, trying to fit in time to find recipes to cook outside of your usual repertoire. You choose which of the 10 recipes you like the sound of (soon to be 12), they send you exceptional quality ingredients (sourced with a passion for provenance and flavour) in exact portions with easy-to-follow recipe cards. You get to cook from scratch without the hassle.

The ingredients are chosen for their quality so there’s plenty of organic veg, high-welfare 100% British meat and the chance to cook with ingredients you wouldn’t usually even consider. On average the recipes take less than 30 minutes to cook, too! No shopping list, no weighing or measuring, no food waste, just the enjoyment of cooking something different and delicious!

Getting to know Gousto

Timo Schmidt

Gousto is a London-based online recipe kit service that was founded in 2012 by former financiers-turned-foodies, Timo Schmidt and James Carter. Gousto works with a team of talented chefs, British butchers and organic farmers to develop recipes that make the most of our seasonal produce.

All of their quality ingredients are ethically sourced and delivered in recyclables boxes. By choosing recipes from their weekly menu, customers can order up to four Gousto boxes for up to four people each week.

James Carter

Since the co-founders of Gousto appeared on Dragon’s Den in 2013 they have raised £20 million in funding. Gousto is one of the UK’s fastest growing technology-based companies. In 2015, the business launched a free iOS app where customers can plan, order and arrange delivery of meals.

The UK market for online food delivery is already worth more than £8bn and the recipe box market is growing fast. In three years, Gousto achieved double Tesco’s inventory turnover, four times Ocado’s revenues on a per SKU basis, and double the average supermarket gross margin due to its zero waste rate and direct sourcing relationship with farmers, which cuts out the middlemen.

In 2016 Gousto will strengthen its team of chefs and nutritionists, broaden its sales and marketing efforts to reach even more customers, and continue to introduce a greater choice of meal and delivery options. Gousto sends fresh ingredients and chef-designed recipes – which can be prepared and cooked in just 30 minutes – straight to the door of time-poor Brits, together with step-by-step recipe cards. According to customers, discovering new recipes is the primary motivation for subscribing, with ease and convenience a close second. Moreover, the service takes the hassle away from supermarket shopping and significantly cuts down on food wastage by giving customers the right quantity of ingredients for each recipe.