London's £12 HeroGo Food Box Cuts Snack Costs & Food Waste
Shopping writer Lauren Codling recently discovered an unexpected benefit from trying a new London-based grocery delivery service. While her initial goal wasn't specifically to snack less, the experience with HeroGo's affordable food box naturally led to healthier eating habits and significant savings.
A New Approach to Ethical Grocery Shopping
Food subscription services have become increasingly common in modern life, typically promising convenience, quality ingredients, and ethical credentials. However, many consumers find that shopping more thoughtfully often comes with premium prices, time commitments, or practical challenges for regular grocery runs.
HeroGo, a fresh London grocery delivery operation, aims to make quality food more accessible and less wasteful without the usual higher costs. The company works directly with farmers, organic producers, and ethical manufacturers to deliver diverse food and drink items straight to customers' doors.
What truly distinguishes HeroGo is its commitment to surplus food – perfectly edible ingredients that risk being wasted due to oversupply, minor packaging imperfections, or simply not meeting conventional aesthetic standards. This includes the often-discarded "wonky vegetables" that supermarkets typically reject despite being nutritionally identical to their more uniform counterparts.
Testing the Value Proposition
The brand claims shoppers can save up to 25% compared to standard supermarket purchases, with weekly boxes priced between £10 and £18. First-time customers receive an attractive 50% discount on their initial delivery. As someone who has sampled numerous food subscription services over the years, Lauren found HeroGo's model particularly intriguing.
Could this represent a practical way to eat better while shopping more intelligently? She decided to put the service through its paces with a personal trial.
The Unboxing Experience
For her first experience, Lauren selected the £12 fruit and vegetable box. An important initial consideration: subscribers don't choose specific items for their deliveries, introducing an element of pleasant surprise. While customers can select delivery frequency (weekly or fortnightly), schedule their first box arrival, and even pick time slots, the actual contents remain HeroGo's curation.
When the box arrived, its substantial weight immediately suggested more than just a modest fruit and vegetable selection. Opening it revealed a pleasant surprise – alongside expected fresh produce were numerous pantry staples and snacks, transforming the delivery into what felt like a miniature grocery shop rather than a simple produce box.
The contents included familiar items like red peppers, apples, and oranges, alongside some less recognizable ingredients that required quick online identification. As someone with particular food preferences, Lauren acknowledges not every item suited her personal taste, with some components passed to appreciative housemates.
Snack Transformation
One of the most significant discoveries was the snack selection. As a habitual snacker who frequently makes impulse purchases of chocolate and crisps, finding an array of ready-to-eat, better-for-you options proved transformative. The box contained chocolate buttons, chickpea and lentil crackers, organic vegetable crisps, and similar items.
This aspect became a particular highlight – having healthier snacks readily available completely eliminated that week's usual corner shop visits for impulsive purchases. The convenience and quality combination created natural barriers against less nutritious snacking habits.
Culinary Creativity with Surplus Ingredients
Initially uncertain about how to use all the fresh ingredients without specific meal plans, Lauren found the experience pushed her toward culinary experimentation. Potatoes became homemade chips, red peppers enhanced a curry, and roasted leeks elevated a supermarket pizza. Additional discoveries included barista-quality oat milk that improved morning coffees and organic chopped tomatoes perfect for a favorite aubergine, halloumi, and tomato skillet recipe.
Value-wise, the quality consistently impressed, featuring brands typically found in specialty delis rather than discounted grocery boxes. The experience introduced new favorites like Montezuma's chocolate buttons while demonstrating that surplus food doesn't require quality compromises – a central selling point for the service.
Considerations for Different Shoppers
While HeroGo offers customization options over time, the initial surprise element means it may not suit extremely particular eaters or those who prefer precise meal planning. For comparison, services like Green Chef provide nutritionist-approved recipes with ingredients from British farms, while Gousto offers extensive choice with over 175 weekly recipes and pre-measured ingredients.
Final Assessment
HeroGo represents a thoughtful middle ground between ethical consumption and everyday practicality. It may not appeal to control-oriented shoppers or exceptionally fussy eaters, but for those open to culinary surprises, it delivers remarkable value, high-quality produce and snacks, and a genuinely positive approach to reducing food waste without premium pricing.
For London residents seeking to eat better, waste less, and break away from automatic supermarket routines, this service offers a compelling option worth exploring. The combination of rescued food, ethical sourcing, and unexpected snack improvements creates a unique proposition in London's crowded food delivery landscape.
