A UK recipe-box company that delivers weekly meal kits with pre-measured ingredients and easy recipes, founded in 2012.
Gousto is a UK recipe-box company. Customers choose the recipes they want for the following week and receive a box of fresh, pre-measured ingredients with easy-to-follow instructions, aimed at busy people and families who still want to cook at home. The company says its customers are busy, time-poor people and families who still value home-cooked food, and that it also aims to cut food waste. Because customers choose their recipes the week before, the team can plan what it buys in advance, which is why it describes itself as data-led.
It was founded in 2012 by Timo Boldt and James Carter. Timo, who is chief executive, had his idea while working long hours in finance. In his words, "Our vision is to be the most-loved way to eat dinner." He also describes Gousto as "a data company that loves food", because the weekly choices customers make tell the team what people want to eat. Gousto is credited with pioneering the recipe-box model in the UK.
The one UK site we could confirm from a published interview is a London office in Hammersmith. The company has also said it planned to employ over 700 people by the end of 2023, although the interview we read is from before that date. We could not confirm other sites, such as where the food is packed, from the pages we read, so check Gousto's own site if location matters to you.
The same interview describes a workplace with more than 40 nationalities and women in 80% of marketing and product roles, though Timo acknowledges that the share of women in tech is still low. It lists flexible working, reviews of hiring and training to reduce unconscious bias, a diversity book club and external speakers. A 2019 event invited 70 suppliers to learn about the business.
Gousto also talks about food waste and health. It says it removed half the plastic from its boxes in 2019, switched to green electricity, worked on lowering salt and fat in recipes, and planned a university report on sustainable meal kits. A work-review site gives it a wellbeing score of 67 and 3.1 out of 5 stars, which is one employee-reported view, not the company's. Jobs at a company like this include food and recipe teams, technology and data, operations, customer care and marketing. It also mentions a possible future role in preventative health, which is an ambition and not a product we could confirm.
Website: www.gousto.co.uk
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