Up-start
legacy CPG pantry busting companies the ilk of Plated, HelloFresh, and Blue Apron continue to garner
favor with Millennials, Baby Boomers, and Gen X. Foodservice Solutions® Grocerant Guru®
calls meal kit’s training wheels for Millennials, but they have proven to be
much more.
In
fact our Grocerant Guru® found that not only
are meal kits pantry busters they have edified millions by establishing proper
fresh food portion sizing, elevated the food waste to new heights, provided a
turn-key solution for dinner. While
becoming popular they have become a thorn in the side of traditional grocery
retailers who traditionally focus of filling consumer pantry.
So,
what do you think consumers want when it time for dinner, a full pantry, meal
kits, or a fresh fast food meal for dinner? Results of a Tufts University research study released in
April found that 72 percent of fast-food meals and 63 percent of full-service
meals contained 600 calories or less, meaning they met recommended calorie
guidelines for children.
Peapod
a grocery delivery company who’s stability, survival, and sustainability is all
about saving consumers time partnered with several CPG branded companies to
develop meal kit’s that cost less, feed more people and are easy to prepared.
Peg
Merzbacher, VP of regional marketing Peapod stated “We've
benefited significantly from the expertise of our CPG company partners whose
recipe resources, consumer research and culinary talent helped us develop meals
that really appeal to consumers from a taste, nutrition and ease of preparation
perspective,”
Price,
Portability, and Positioned as a time saving option is one reason that Peapod’s meal kits “sold over 150,000 meals in our test markets
with a repurchase rate double what we had projected,” according to Merzbacher.
They
cost from $5-$7.50 per serving, which is typically less than those offered by
meal kit delivery services. At Peapod many of the meal kits make four to six
servings, whereas the delivery companies’ kits tend to make two servings.
Delivery
is the key component but focusing on meals over pantry just might be the
ingredient that drives incremental customer adoption at Peapod. Peapod first
launched meal kits using Barilla products in 2014. With the introduction of
meals created in partnership with ConAgra and Campbell Soup Co. last month,
Peapod now offers 15 options. However Peapod’s meal kits still cost more than a
meal from a fast food retail outlet and there are no dishes to be done. Do you want to cook, do dishes, and clean up?
Invite
Foodservice Solutions® to complete a grocerant program assessment, grocerant
ScoreCard. For brand, or product
placement assistance our Grocerant Guru® has the skill-set you are looking for. Since 1991 www.FoodserviceSolutions.us of Tacoma, WA has been the
global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869
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