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Recipe boxes are everywhere, from organic fruit and veg champions Abel & Cole and the healthier than thou Mindful Chef, to the globetrotting gourmet meals of Gousto. The latter aims to ship a whopping 400 million meals to UK homes by 2025.

Looking for something a little more niche? How about the one for sweet-toothed vegans, a kids’ special or Italophile heaven perhaps? Although some question the sustainability of this industry, it hasn't taken long for Waitrose and other supermarkets to also join the fray. That’s because they know a good opportunity when they see it.

The public’s appetite for quick, healthy and chef-y dishes is at an all-time high, yet many have never felt more time-poor. The answer could be a subscription-based service that spares them the supermarket, provides weekly inspiration and minimises waste. Instead, customers pick what they fancy and in a few simple steps they could be tucking into their own delicious creation. Well, sort of.

But what if you usually sell ingredients rather than the finished product? Will customers be as keen to give it a go? Enter Red Rickshaw, the UK’s largest online Asian grocer. They supply everything from impossibly sweet Alphonso mangoes to Halal meat, ghee, exotic spices and aromatic pastes. Founder Jyoti Patel wanted to show the full breadth of Eastern cuisine beyond curries and stir-fries. So she decided to experiment with a project called Feast Box.

Her aim was to give customers the confidence to create authentic and wholesome meals at home using Red Rickshaw produce. A better option than the takeaway, and a cheaper one than the restaurant. She asked me to write the copy for the soft launch website in less than a month.