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Brief Published: 29 Oct 2019

Wagamama’s New Meal Box Partnership

Wagamama x Gousto

Japanese-themed UK restaurant chain Wagamama is helping consumers replicate signature dishes at home, by partnering with British meal-box brand Gousto to design a line of limited-edition meal kits.

The four meal kits, available throughout October, recreate the fast-casual restaurant’s four best-selling dishes: chilli chicken ramen, pork tonkatsu, yasai yaki udon and teriyaki chicken donburi. The kits include pre-measured ingredients and easy-to-follow recipes adapted from Wagamama’s new cookbook Feed Your Soul.

Rachel Chatterton, food development director at Gousto, said: “Wagamama is one of the most popular restaurants on the British high street, with innovative dishes and vibrant flavours, so we’re excited to partner with them to give busy couples and families the chance to cook the dishes they love in their own homes."

This strategic partnership appeals to Gen Z’s fast-food fans and millennials who desire a greater level of handholding in the kitchen (read The Shapeshifting Kitchen for more).

To find out how meal-kit brands are evolving to compete in an ever more competitive environment, read New Meal-Kit Strategies Give Consumers Control, Chef-Curated Made-for-Instagram Meal Kits and Supermarket of the Future: Hero Products & Super Service.

Read also Game-Changing Fast Food and Domino’s x Chevrolet: In-Car Pizza Delivery for further examples of how fast-food brands are flexing to fit consumers’ everyday lives.