Gousto’s weekly menu updates have drawn fresh attention amid shifting UK dinner habits. Return-to-office mandates and busier evenings push households toward quicker home meals, with over 50 million weekly dinners now prioritized for ease. The company reports record growth, revenue climbing to £312 million last year while expanding convenience options that now fill nearly a third of its offerings.
This comes as average cooking time hits a low of 30 minutes, reflecting broader changes in work patterns where nine in ten workers face more office days. Gousto positions itself against supermarkets, rolling out next-day delivery trials and AI-tailored recipe picks from a bank of 9,000 options. Demand surges for its health ranges, up 61% year-on-year, even as vegan picks dip. Recent stunts like an “addictive burger” highlight efforts to blend fun with everyday appeal. The menu’s evolution tracks these pressures directly, offering over 175 weekly choices that adapt to real-time needs without locking in subscribers.
Gousto doubled down on ease with ranges like Slow Cooker recipes, where orders for dishes such as Beef Stroganoff Tortiglioni jumped 284% year-on-year. These involve minimal upfront work—ingredients go straight into the device after basic assembly. Households squeezed by longer commutes find this setup fits fragmented schedules, turning hours-long simmers into set-it-and-forget-it solutions.
One Pan Wonders followed suit, with Garlic Sausage & Mushroom Orzo seeing 200% growth; everything cooks in a single vessel, cutting cleanup amid post-work fatigue. Prepped in 5 options, like Basa & Mexican-Style Rice, deliver pre-chopped elements for 20% more takers. Nearly a third of the menu now qualifies as convenient, up 26% since 2022—a direct nod to the 30-minute dinner norm.
No Cook introductions for summer use just a kettle or microwave, supporting peak-season rushes when barbecues falter. This progression mirrors office returns, where four-day mandates rose to 50% of firms. Gousto sold 371,000 extra convenient portions last year, signaling sustained pull.
The No Cook – 10 minute meals category emerged to handle high-heat periods, relying on toaster or microwave finishes. Demand spiked as social calendars filled post-pandemic, with customers rating these for lifting “mental load” around planning. Timo Boldt, the founder, frames convenience as essential, not optional, in this landscape.
These slots now anchor weekly drops, alongside Prepped in 5 for those wanting a knife touch. Overall, speedy picks outpaced others by 10% in prior cycles, prompting a dedicated app tab. Users pause or skip freely, avoiding waste during travel weeks.
Health layers in too—many hit 30g protein thresholds. This blend keeps repeat orders high, even as economic squeezes linger. The menu algorithm sifts 500 monthly from 9,000, prioritizing speed alongside value.
Protein Hit recipes, guaranteeing 30g per serving with double-up options, rocketed 223% as half of UK adults hunt protein actively. Mintel data underscores this shift, with Gousto stocking 150% more health items year-over-year.
Busy professionals layer these into rotations for post-gym refuels or sustained energy through late shifts. Custom doubles cater to gains-focused eaters, while base versions suit lighter appetites. The range’s quick prep aligns with the convenience boom, making nutrition accessible without extra trips.
Over a third of Brits blame time for skipping fresh cooks, 37% specifically; these counter that gap. Demand for health categories topped the menu in 2024, up 61.2%. AI “Chosen for You” nudges personalize further, boosting retention.
Low-calorie slots weave into the mix, often overlapping protein for versatile picks. These gained traction as inspiration lags—24% cite it as a barrier. Gousto’s response: straightforward cards with pre-portioned packs, minimizing guesswork.
Family plans scale from one to five, unique in the market, letting solos or crowds adapt. Veggie flexi options hold steady, though strict vegan dipped 10.5%. Protein diversification trends amplify this, with chefs noting mainstream shifts beyond meat.
Next-day delivery trials target supermarket slots, undercutting lead times. Revenue hit £180m in early 2025 half, eyeing 5-10% full-year rise despite flat economy.
The “Chosen for You” AI scans tastes to curate from 175+ weekly recipes, optimizing for health, speed, diversity. This tech held price hikes 41% below grocery inflation, per Boldt.
Customers tweak box sizes mid-cycle via app, rating past meals to refine future drops. Over 500 monthly recipes emerge from the 9,000 bank, refreshed Tuesdays. This fluidity responds to tastes, like declining vegans at 12.8% drop.
Ireland launch adds 150 localized versions, creating jobs while testing global tweaks. Early signs encourage, broadening the home dining footprint.
Global cuisines pepper the lineup, from Mexican rice to apricot curries, keeping rotations fresh. Family classics scale portions, hitting 2-3 adults plus kids at £29.50 for three meals.
Comfort 2.0 trends elevate nostalgic bases with craft twists, aligning Gousto’s one-pan ethos. Burgers and pizzas edge chicken in chains, hinting menu tests ahead.
New limited editions, like addictive burger stunts, jab at fast food while promoting home twists. These spotlight “tricks” in ultra-processed rivals, drawing eyes to quality ingredients.
Trials expanded to new, returning, and add-on customers, matching grocery speeds as a “major milestone.” This decouples from pure recipe rivals, eyeing dinner market share.
Sales grew 11% to £180m in H1 2025, beating peers amid headwinds. Full-year targets 5-10%, fueled by model efficiencies.
Office shifts amplify: cooking at 30 minutes average, convenience dinners at 50m weekly. Gousto cements as quality-convenience bridge.
Exact portions slash bin waste, a draw in eco-conscious homes. B Corp status underscores force-for-good ethos, with Irish meats fully local.
Recipe variety—veggie, gluten-free, dairy-free—caters allergies without excess. Pause flexibility prevents overcommitment.
Market doubles to £2bn by 2030, 14% CAGR, as kits prove sustainable over shops.
Nine-in-ten firms ramp office days, transforming evenings. Mandates hit 50% for four days, squeezing prep time.
Gousto’s response: ranges lifting planning burden, per Boldt. Protein for energy, quick for reality.
App handles swaps, deliveries, even referrals for credit. This agility suits hybrid lives.
UK-only 1-5 person boxes serve all sizes, from singles to leftovers crowds. Pricing drops per extra recipe.
Picky eaters to fanatics covered in 175 options. No lock-ins ease trials.
Trends like snackification and functional eats filter in, prepping future menus.
9,000-bank yields 500 monthly, algorithm-balancing value, health, ease. New releases Tuesdays keep buzz.
Stunts like burgers expose UPF, positioning Gousto premium. 2026 trends—fricy flavors, butter returns—likely influence.
Ireland tests global palates, with 30+ veggie monthly.
App centralizes picks, pauses, ratings. AI personalizes, trials next-day compete direct.
Growth persists: £42m EBITDA 2024, positive cashflow first.
As home dining solidifies, Gousto’s menu tracks without overpromising. Public records show convenience-health wins, but vegan slides and inflation fights linger unresolved. Next-day full rollout and trend fusions could redefine dinner versus shops—or stall if habits revert. The weekly refresh cycle leaves room for surprises, much like the households it serves.
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