// Gousto to freeze prices despite rising inflation
// The initiative comes as Brits face continued pressures over food prices
Gousto will freeze prices amid rising inflation, in an effort to help Brits who are tightening their purse strings.
The food box provider, which offers over 60 different meal options, said it plans more automation to cut costs.
Gousto will open more automated factories to supply its meal boxes in the UK, which will keep operating costs lower.
Gousto’s automated factories use algorithms and machine learning to shorten delivery times and help with customisable orders.
READ MORE: The rise and rise of subscription boxes in UK retail
Gouston founder and chief executive, Timo Boldt said the recipe kit provider has effectively lowered its prices.
He added that Gousto would continue to benefit from shifts in consumer behaviour after the pandemic.
“Working from home is here to stay,” he said.
Boldt expects Brits to lean more towards sustainable and healthy foods.
Gousto sold more than 90 million meals in 2021, up from 53 million, as more people used its services to eat at home rather than in restaurants during successive lockdowns in the UK. It offers more than 60 meal options, with many aimed at healthier consumers such as vegan and leaner protein alternatives.
A new production facility in Cheshire will become fully operational in 2022, with two further sites planned.
Boldt said the company aimed to recruit close to 1,000 new roles as it sought to increase its share of the market.
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