From Recipe Box to Weekly Shop Rival: Gousto Ups Its Game

Home delivery meal-kit company Gousto is repositioning itself as a competitor to the traditional supermarket shop, shifting its focus to sustainable growth and greater convenience for customers.

The company is redefining its appeal: no longer a niche in meal kits but a mainstream choice for mealtime solutions.

Central to this strategy is a bold new consumer campaign called “Dinner Peace.” Designed to playfully spotlight supermarket stress, the creative positions Gousto as a calming, effortless choice for dinner preparation.

Complementing its messaging of convenience, Gousto has been aggressively expanding its offering: demand for its healthiest meal ranges surged by over 61% in 2024, while the breadth of its healthier options has grown by 150% compared to the previous year. To broaden its reach, Gousto has also introduced meal formats such as batch-cooking kits and one-pot recipes—tailored for households craving simplicity without sacrificing variety.

The company has refined its marketing philosophy too. Adopting a balanced 70-20-10 model, Gousto allocates most resources to proven strategies, some to optimisation, and reserves room for experimental, higher-risk innovation. This disciplined but creative mindset is helping fortify the brand and deepen customer engagement.

Ultimately, Gousto’s vision is expansive: not merely to lead within the meal-kit category but to compete across the entire dinner-time ecosystem by becoming the go-to solution for what’s for dinner.