Innovation That Matters

Swedish grocer delivers recipes and ingredients for 5 dinners each week


No sooner did we cover German Kochhaus and its ready-made recipe kits than we got word of something similar in Sweden. Uppsala-based Middax offers a service whereby it delivers five dinner recipes each week plus corresponding ingredients, right to the customer’s door. Middax crafts its recipes so that they are nutritious, delicious and easy to prepare; most take no more than 30 minutes to cook, it says. Inspiration is drawn from cuisines around the world, but Middax tests its recipes on at least 10 local families before incorporating them into its service, taking particular care to ensure that they’re suitable for children. Ingredients, meanwhile, are sourced locally whenever possible, and Middax guarantees that at least half the ingredients in any week’s bag are organic. Each designed to serve four people, recipes are printed on thick, durable paper suitable for saving. Pricing for Middax’s weekly service is SEK 750. The addition of delivery service to a concept that already gives consumers a way to vary their cooking repertoire while minimizing shopping time and waste may just prove an irresistible mix. Grocers around the world: time to put recipe kits at the top of your to-do list! Spotted by: Magnus Oskarsson



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