'Cash-rich, time-poor’ is one of those horribly affected sayings that nobody with any self-respect actually uses in real life (“Sorry guys, I’m too time-poor for drinks this evening”) but that has nonetheless seeped into public consciousness. There’s a grain of truth in it, however, in that the pace of urban living sometimes means the finer things in life get forgotten about – cooking being one of them.
Gourmet food delivery service Hello Fresh is looking to change that, however, by sending you a weekly consignment of high-quality ingredients (and recipes), which make cooking your own dinner a relaxing, stress-free and idiot-proof experience.
The boxes are well-presented – food is nicely packaged, and the recipe cards are eye-catching and easy to follow. What might turn out to be Hello Fresh’s killer USP (that’s another phrase no-one with a soul should ever use outside of a pitch meeting) is in the quantities.
Every necessary ingredient is carefully measured out, from the mundane (they’ll give you exactly the right quantity of potatoes) to the esoteric (you’ll have precisely as much pink Himalayan sea salt as you need, and not a pinch more), which saves wasting money and cupboard-space on exotic, oversized packets of things you’ll never use again.
Dishes are simple but satisfying – think home-made meatballs, Massaman curry and butterfly chicken breast with new potatoes. All can be prepared with no waste and minimal effort, leaving you with a sense of (probably unwarranted) achievement. Which, less face it, is better than staring listlessly into space whilst waiting for your Covent Garden Soup to heat up in the microwave.
Visit www.HelloFresh.co.uk to see if they deliver in your area, service starts from £39 per week