SimplyCook Review 2025: Is This Meal Kit Service Worth Your Money?

SimplyCook is a UK-based meal kit delivery service that promises to revolutionize home cooking with pre-portioned ingredients and recipe cards delivered straight to your door. Founded in 2014, the company has positioned itself as a convenient solution for busy families and individuals who want to cook fresh, restaurant-quality meals at home without the hassle of meal planning and grocery shopping. But does SimplyCook really deliver on its promises of convenience, quality, and value?

In this comprehensive review, we'll examine every aspect of the SimplyCook experience, from ingredient quality and recipe variety to pricing strategy and delivery reliability. Whether you're considering your first meal kit subscription or you're a current SimplyCook customer looking to make more informed decisions, this analysis will help you understand what you're really getting when you subscribe to this meal kit service.

Quick Summary

What is SimplyCook?

SimplyCook is a meal kit delivery service that provides pre-portioned ingredients and recipe cards to help customers cook fresh, restaurant-quality meals at home. Unlike traditional meal kits that include all ingredients, SimplyCook focuses on providing the key flavoring ingredients (spices, sauces, and seasonings) while customers supply the main ingredients like meat, vegetables, and grains from their own kitchen or local grocery store.

Company Background & Growth

SimplyCook's journey from startup to established meal kit service:

• 2014: Founded by Oli Ashness in the UK
• 2015: Launched first meal kit service
• 2017: Expanded recipe collection and delivery areas
• 2019: Reached 100,000+ customers
• 2020-2021: Significant growth during COVID-19 pandemic
• 2022: Expanded into new markets and product lines
• 2025: Serves over 200,000 customers across the UK
• 2025: Offers 100+ different recipes and meal options

Business Model & Service Concept

SimplyCook's unique approach to meal kits:

• Hybrid meal kit model: Provides flavoring ingredients, customers supply main ingredients
• Subscription-based service: Weekly or bi-weekly delivery options
• Recipe-focused approach: Emphasis on cooking skills and recipe variety
• Flexible delivery: Choose delivery frequency and meal quantities
• Cost-effective model: Lower prices than full-ingredient meal kits
• Educational component: Helps customers learn new cooking techniques

Service Offerings & Meal Options

SimplyCook offers a range of meal options and subscription plans designed to accommodate different household sizes, dietary preferences, and cooking skill levels.

Meal Varieties & Cuisine Types

The range of cuisines and meal types available:

• International cuisines: Indian, Thai, Chinese, Mexican, Italian, Mediterranean
• British classics: Traditional British dishes with modern twists
• Vegetarian options: Plant-based meals and meat alternatives
• Quick meals: 20-minute recipes for busy weeknights
• Weekend specials: More complex dishes for leisurely cooking
• Seasonal selections: Recipes using seasonal ingredients
• Family-friendly meals: Kid-approved dishes and portion sizes

Subscription Plans & Flexibility

Available subscription options and customization:

• Meal quantities: 2, 3, or 4 meals per week
• Delivery frequency: Weekly or bi-weekly delivery
• Household sizes: Options for 2, 4, or 6 people
• Flexible scheduling: Pause, skip, or cancel deliveries
• Recipe selection: Choose from weekly menu options
• No long-term commitment: Cancel or modify anytime
• Gift subscriptions: Available for special occasions

Ingredient Quality & Sourcing

Ingredient quality is a crucial factor in evaluating any meal kit service. SimplyCook's hybrid model means they're primarily responsible for the quality of flavoring ingredients, while customers control the quality of main ingredients.

Flavoring Ingredients Quality

Assessment of SimplyCook's provided ingredients:

• Spice blends: Generally high-quality, well-balanced seasonings
• Sauces and marinades: Good consistency and authentic flavors
• Fresh herbs: Good quality when included, though limited
• Specialty ingredients: Authentic international ingredients
• Packaging quality: Good portion control and freshness preservation
• Ingredient sourcing: Increasing focus on sustainable and ethical sourcing

Freshness & Shelf Life

How well ingredients maintain quality:

• Delivery timing: Generally good freshness upon arrival
• Packaging effectiveness: Good preservation of ingredient quality
• Shelf life: Most ingredients last 1-2 weeks
• Storage recommendations: Clear instructions for optimal storage
• Quality consistency: Generally consistent across deliveries
• Seasonal variations: Some variation in ingredient availability

Sourcing & Sustainability Practices

SimplyCook's approach to ingredient sourcing:

• Local sourcing: Increasing use of UK-based suppliers
• Organic options: Limited but growing organic ingredient selection
• Fair trade commitment: Some fair trade certified ingredients
• Seasonal focus: Emphasis on seasonal ingredient availability
• Supplier relationships: Long-term partnerships with quality suppliers
• Transparency efforts: Working to improve supply chain visibility

Recipe Quality & Instructions

The quality of recipes and cooking instructions is crucial for meal kit services, as this directly impacts the customer experience and meal outcomes.

Recipe Variety & Innovation

Assessment of SimplyCook's recipe collection:

• Recipe count: 100+ different recipes in rotation
• Cuisine diversity: Good variety of international cuisines
• Difficulty levels: Range from beginner to intermediate
• Seasonal updates: Regular addition of new seasonal recipes
• Customer favorites: Popular recipes remain available
• Innovation rate: Regular introduction of new recipe concepts

Instruction Quality & Clarity

How well recipes guide customers through cooking:

• Step-by-step guidance: Clear, numbered cooking steps
• Visual aids: Good use of photos and illustrations
• Timing information: Accurate cooking time estimates
• Skill level indicators: Clear difficulty ratings
• Ingredient preparation: Clear prep instructions
• Troubleshooting tips: Helpful hints for common issues

Recipe Accuracy & Results

How well recipes deliver on their promises:

• Flavor accuracy: Generally authentic to advertised cuisines
• Portion accuracy: Good portion size estimates
• Cooking time accuracy: Generally accurate time estimates
• Difficulty accuracy: Good alignment with skill level ratings
• Result consistency: Good consistency across different cooks
• Customer satisfaction: Generally positive feedback on recipe quality

Pricing Strategy & Value Proposition

Understanding SimplyCook's pricing structure is essential for evaluating whether the service offers good value compared to traditional grocery shopping and other meal kit services.

Pricing Structure & Costs

Value for Money Analysis

Assessing SimplyCook's value proposition:

• Cost comparison: Generally cheaper than full-ingredient meal kits
• Grocery comparison: More expensive than buying ingredients separately
• Convenience factor: Saves time on meal planning and shopping
• Waste reduction: Minimizes food waste through portion control
• Skill development: Helps customers learn new cooking techniques
• Quality premium: Access to specialty ingredients and recipes

Cost-Effectiveness Factors

Factors affecting overall cost-effectiveness:

• Household size: Better value for smaller households
• Cooking frequency: More cost-effective for regular users
• Ingredient costs: Customer-supplied ingredients affect total cost
• Delivery frequency: Less frequent delivery reduces costs
• Recipe selection: Choosing expensive main ingredients increases total cost
• Subscription commitment: Longer commitments may offer better value

Delivery Service & Reliability

Delivery reliability and service quality are crucial aspects of meal kit services, as customers depend on timely delivery for meal planning.

Delivery Options & Scheduling

Available delivery choices and flexibility:

• Delivery days: Tuesday through Saturday delivery options
• Time slots: Morning and afternoon delivery windows
• Delivery areas: Covers most of mainland UK
• Delivery tracking: SMS and email delivery notifications
• Delivery changes: Modify delivery up to 5 days in advance
• Multiple addresses: Deliver to different locations

Delivery Reliability & Performance

Assessment of delivery service quality:

• On-time delivery: Generally good delivery reliability
• Delivery accuracy: Good delivery to specified addresses
• Package condition: Generally good packaging integrity
• Delivery communication: Good tracking and notification system
• Issue resolution: Good handling of delivery problems
• Customer satisfaction: Generally positive delivery feedback

Packaging Quality & Sustainability

Evaluation of packaging and environmental impact:

• Packaging materials: Mix of recyclable and non-recyclable materials
• Ingredient protection: Good protection of ingredient quality
• Portion control: Effective portioning and packaging
• Recycling information: Clear recycling instructions
• Packaging reduction: Efforts to minimize packaging waste
• Environmental impact: Working to improve sustainability

Customer Experience & Service

The overall customer experience, including website usability, customer service, and subscription management, significantly impacts customer satisfaction and retention.

Website & App Experience

Quality of SimplyCook's digital platforms:

• Website design: Clean, user-friendly interface
• Mobile optimization: Good mobile website experience
• Recipe browsing: Easy recipe search and filtering
• Subscription management: Simple account and delivery management
• Recipe selection: Easy weekly meal selection process
• Account features: Good order history and preferences

Customer Support Quality

Assessment of customer service performance:

• Support channels: Email, phone, and live chat available
• Response times: Generally quick response to inquiries
• Issue resolution: Good handling of customer problems
• Staff knowledge: Well-trained customer service representatives
• Escalation process: Clear path for complex issues
• Customer satisfaction: Generally positive support feedback

Subscription Management & Flexibility

How easy it is to manage SimplyCook subscriptions:

• Account management: Easy online account control
• Delivery modifications: Simple delivery changes and pauses
• Recipe selection: Easy weekly meal choice process
• Subscription changes: Simple plan modifications
• Cancellation process: Easy subscription cancellation
• Billing transparency: Clear billing and payment information

Pros and Cons of SimplyCook

Pros

• Convenient meal planning: Eliminates need for meal planning and recipe research
• Fresh, quality ingredients: Good quality flavoring ingredients and spices
• Clear recipe instructions: Well-written, easy-to-follow recipes
• Flexible subscription options: Various meal quantities and delivery frequencies
• Good variety of cuisines: Wide range of international and British recipes
• Time-saving meal prep: Reduces shopping and meal planning time
• Reduces food waste: Pre-portioned ingredients minimize waste
• Educational value: Helps customers learn new cooking techniques
• No long-term commitment: Flexible subscription with easy cancellation
• Cost-effective model: Cheaper than full-ingredient meal kits

Cons

• Higher cost than grocery shopping: More expensive than buying ingredients separately
• Limited customization options: Limited dietary restriction accommodations
• Delivery reliability issues: Occasional delivery problems and delays
• Some ingredient quality concerns: Variable quality in some ingredients
• Packaging waste: Significant packaging materials for small ingredients
• Limited dietary restrictions: Limited options for specific dietary needs
• Subscription commitment required: Requires ongoing subscription commitment
• Customer-supplied ingredients: Still need to shop for main ingredients
• Limited availability: Not available in all UK areas
• Recipe complexity variation: Some recipes may be too complex for beginners

SimplyCook vs Competitors

SimplyCook vs Hello Fresh

SimplyCook vs Gousto

Who Should Use SimplyCook?

SimplyCook may be suitable for:

• Busy families: Those who want convenient meal planning
• Cooking enthusiasts: People who enjoy cooking and want new recipes
• Small households: 2-4 person households looking for variety
• Budget-conscious consumers: Those wanting meal kits at lower cost
• Skill-building cooks: People wanting to improve cooking abilities
• International cuisine lovers: Those wanting to try new cuisines
• Flexible subscribers: People who want subscription flexibility

SimplyCook is NOT recommended for:

• Very busy individuals: Those who want maximum convenience
• Strict dietary restrictions: People with specific dietary needs
• Large households: 6+ person households (less cost-effective)
• Non-cooks: People who don't enjoy or have time for cooking
• Budget shoppers: Those wanting the lowest possible food costs
• Ingredient control seekers: People who want full control over ingredients
• Infrequent users: Those who only want occasional meal kits

Maximizing Your SimplyCook Experience

To get the most value from SimplyCook, follow these strategies:

• Choose cost-effective main ingredients: Select affordable proteins and vegetables
• Plan meals strategically: Coordinate with your grocery shopping
• Use delivery frequency wisely: Less frequent delivery reduces costs
• Select recipes carefully: Choose recipes that use ingredients you already have
• Batch cook when possible: Make larger portions for leftovers
• Learn from recipes: Use the service to improve cooking skills
• Use referral codes: Get discounts through referral programs
• Coordinate with sales: Shop for main ingredients when they're on sale
• Store ingredients properly: Follow storage instructions to maintain freshness
• Provide feedback: Help improve the service through customer feedback

Final Verdict: Is SimplyCook Worth Your Money?

SimplyCook represents a middle ground in the meal kit market—offering the convenience and recipe variety of meal kits at a lower price point than full-ingredient services, while requiring customers to supply main ingredients themselves. Whether it's "worth your money" depends on your priorities, cooking preferences, and budget constraints.

SimplyCook is worth considering if:

• You enjoy cooking and want to learn new recipes and techniques
• You want meal kit convenience without the full cost of all-ingredient services
• You're comfortable shopping for main ingredients and want control over quality
• You have a small to medium household (2-4 people)
• You want variety in your meal planning without extensive research
• You're looking for a flexible subscription service
• You want to reduce food waste through portion control

Consider alternatives if:

• You want maximum convenience with all ingredients delivered
• You have strict dietary restrictions or preferences
• You're on a very tight budget and need the lowest possible food costs
• You don't enjoy cooking or have very limited time for meal preparation
• You have a large household (6+ people) where costs add up quickly
• You prefer to have full control over all ingredients and their sources
• You want a service that accommodates specific health or dietary needs

Ultimately, SimplyCook succeeds at providing a cost-effective meal kit solution for cooking enthusiasts who want recipe variety and convenience without the full expense of all-ingredient services. The hybrid model offers good value for customers who are comfortable shopping for main ingredients and want to focus on learning new cooking techniques and flavor combinations. While it may not offer the maximum convenience of full-ingredient meal kits, it provides a good balance of cost, convenience, and educational value for the right customer demographic.

Frequently Asked Questions