Thursday, May 26, 2016

Middle Class Meal Kits Target the Masses

Sure the targeting the top end of any fast growing retail foodservice sector garners lots of attention.  It’s exactly that attention that drives trial and trial drives reoccurring sales according to Foodservice Solutions® Grocerant Guru® Steven Johnson.  

Peapod is an online grocery service owned by  Ahold the e-grocer first rolled out meal kits in collaboration with a branded partner” Barilla Pasta in 2014, and currently offers more than 15 recipes. Late last year, Ahold’s Giant-Carlisle also began selling meal kits in stores and to select Peapod delivery customers.”

Now Peapod has added to its meal kit line with additional branded food products including ConAgra and Campbell's. The new price competitive meal kits come with precut and premeasured ingredients just like the fresh prepared time saving top tier meal kits. In select markets Peapod customers will have more meal kit options as the retailer launches new kits esigned with ConAgra Foods and Campbell Soup Company.

These new family focused meal kits will be offered with “three new recipes include Buffalo Quinoa Chicken Skillet by Ro-Tel and One Pan Chicken Curry by Campbell's, available in Chicago, Indianapolis, Milwaukee and New York, and Zucchini Noodles with Fresh Veggie Primavera by Hunts, available in Chicago, Indianapolis and Milwaukee.”

Each of the meal kits make 4-6 servings and can be ordered any time without a subscription. Recipes rotate seasonally and include fresh produce. Many cost less than $5 per serving. Tony Stallone, VP of merchandising for Peapod, stated “Customer response to the first kits we've introduced has been phenomenal,” … “For more than 27 years Peapod has been about helping solve mealtime for families. This is the perfect extension of our expertise in food delivery, made even more exciting by our ability to work with some of the best food brands in the world to bring it to life.”

With no subscription required, larger meal kit size, and lower pricing Peapod will not only be giving Meal Kit leaders Plated, Blue Apron, and Hello Fresh a run for consumers dollars they have created a platform to garner customers from the restaurant sector as well.  

Since 1991 retail food consultancy  of Tacoma, WA has been the global leader in the Grocerant niche for more on Foodservice Solutions® or for a Grocerant Scorecard visit,   Email:

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