Meals from Scratch packaging
by Jeremy Innes-Hopkins


Central Saint Martins College of Art student Jeremy Innes-Hopkins has developed new packaging for these kits, designed for throwing together meals from ready-prepared raw ingredients.

Called Scratch, the brand offers one box per meal containing raw ingredients that have already been chopped, washed and weighed by hand.

The concept and branding was originally created in 2009 by London agency Brandy.

Here's some more information from the designer:

Scratch is a small food company making it easier for busy Londoners to cook from… scratch. We make fresh meal kits. A box of all the fresh, uncooked ingredients – chopped, washed and weighed – and instructions to cook your meal from scratch. The meals are for one and cook in around 20 minutes with one or two pans.

Many nights resorting to microwave meals, left over ingredients after cooking and spaghetti bolognese week on week brought about the concept of a fresh meal kit, so you can cook a healthy meal in the time in take's for a pizza to be delivered. Our current menu is a vegetable red thai curry, a Moroccan chicken tagine, a Crayfish, tomato and feta pasta and Chicken and chorizo Jambalaya. All the ingredients are sourced locally and the meals are prepared by hand.

The packaging design features a transparent tray made from RPET, which acts as a window for all the fresh ingredients. Also features a Kraft sleeve around the tray with a clear brand identity, product information and the instructions on the reverse. Meals are currently being sold at a few retailers across London including The Grocery in Shoreditch and Selfridges Food Hall.

Posted on Monday March 15th 2010 at 3:18 pm by . Copyright policy | Comments policy

  • jed_

    these already exist in most supermarkets.

  • Phil on the Hill

    This is a killer. I would totaly buy them if you could get’em where I live. Exactly what I need.

  • darwin

    this is just bad… not as a idea to make money but for the quality of the food itself.
    why would somebody want an onion which has been cut for days? all the juice is lost.
    the same goes for all the other ingredients.
    hats off if they are able to sell it though.

  • Derek

    Interesting idea and execution but economically it seems a bit ridiculous. This must be terribly expensive.

    Not to mention the amount of waste per meal being created from all that plastic.

    It’s a seductive concept.

  • AngerOfTheNorth

    That’s actually really quite clever. It seems to fall rather neatly into the gap between ready meals and full meals properly from scratch (with all of the peeling and chopping that comes with it).

    I can’t see this becoming a massive thing, but I’d be surprised if it didn’t sell well to cash-rich, time-poor singletons who want to eat healthily.

  • The Year of the Monkey

    It must be just me but this is just corrupt.
    Take fresh food – often its own packaging – and repackage it.
    Take the task of preparation – tactile and sensual – and rob it of tactility.
    Take a meal – to be shared amongst friends- and render it limited and lonely.
    Take cooking which is learnt by feel and reduce it to instructions.

    Stick a sans serif font and a few wholesome colours on the thing – it’ll keep the punters happy.

    This makes me want to weep.

  • ms

    I wouldn’t call this bad – the onions lose juice but they are still better than freeze dried onions.

    The prepared meals at the supermarket have to much salt, I think this is reasonable product, I can decide the how salty this meal will end up in a way

  • M Spencer

    The others said it well; the product likely couldn’t happen (freshness/economics) but if it did, not a bad job.

    However, I think it’s quite guilty of some serious contemporary English packaging design clichés. The slammed-inward Helvetica Black, the sassy full stop, etc. Being that the packaging seems straight out of a Marks & Spencer or Pret, it’s a safe direction, full of yawn.

  • Zee

    I understand all the criticism.

    BUT this is better then anything else one can get on the street. It’s not perfect, but its an improvement and a good option for people who dont know how to cook.

    Once or twice of this meal, then maybe someone will buy the real ingredients. It should more a part of an exercise to get people eating healthy, Jaimy Oliver style…

  • widianto

    this may be not a new idea, as already exist in some big city supermarket, but the packaging that may a good idea for marketing.

  • George

    It’s not from scratch though. Look at the packets of pre-made sauce. So it will taste like a ready meal anyway.

    It’s just de-skilling cooking. It’s more like a miniturised readymeal assembly line that actual cooking.

    Just buy Nigel Slater’s Fast Food if you want quick after-work suppers. Much nicer, with the capacity to use seasonal ingredients, with less air-freighted bits.

  • mro

    how sad, people learn to properly cook again., pretty pleeeeeeeeeease–––

  • Really interesting idea, despite some drawbacks I think this is a viable concept if executed correctly. The simple helvetica-based design of the packaging also lends to the message of the concept.

    It may not be exactly from scratch, but heads above microwave meals. Well done!

  • Lee

    I’ve tried one of these and they’re very good. They’re prepared every morning so the ingredients are very fresh. If you’re late getting home these are better than a microwave meal and you still feel like you’re cooking. Just that you don’t have to buy ten different ingredients.

  • Zee

    Everybody is missing the point. Obviously people who like cooking would neeever buy this!! I would most definitly not…

    mro: This is for the people who wouldnt cook in the first place. For people who eat microwave food everynight. Instead of microwave food, you eat this!! You dont eat this if you know how to make a roast chicken with roast potatoes…

    Packaging is the ONLY issue for me.

  • dan

    I am perplexed as to why this is being published by dezeen. It is an uninspiring design, and an unoriginal product. Yes, it has created some debate within the comments community, but not in a way that takes debate around design forward.

    No more like this please Dezeen.

  • Taz

    This is the yuppy TV dinner, science can do a lot of things but it cant preserve fresh food and keep it completely organic, yet.

  • Sophie

    I think this is great!

    Unhealthy eating in this country is a huge problem, and the fact that the company is taking a design approach to help people eat healthy food and learn how to cook is very interesting, In this way it is taking design forward, tackling issue’s that would not normaly be tackled by a designer, thats the future of design.

  • hmm

    its all about the package, same pussy inside.. we produce way too much garbage for a single meal….but i know i know thats not the issue here….whatever

  • Chris

    “Year of the monkey”, YOU make me want to weep in all of your colorful melodrama. Since when does a meal have to be endured amongst others? Plus, I sincerely doubt anyone finds preparing a meal during late night hours to be a “sensual” experience. Your ill-conceived notions that this product exploits the “art of cooking” are entirely nonsensical. This is not meant to be refined or tactile in anyway, it’s meant to be quick, efficient, and healthy.

  • Aleksander

    Interesting, I had very similar idea while at Central Saint Martins/Design Studies two years ago. It was related more to culture/ethnicity but in principle same thing. I finally pursued different subject for my MA as there were similar ready-meal concepts emerging here and there, including Mr Jamie Oliver himself.

  • Golane

    Design is not our Mummy :)
    Find a market, get a peeler and enjoy leftovers, that's more like it.