Innovation is crucial to the continuing success of any brand, product,
or meal solution. We asked Steven Johnson,
Grocerant Guru® at Tacoma, WA based
Foodservice Solutions® if Kroger’s Home Chef
Recently Home Chef announced that it had reached a
major milestone in meal solutions, with the brand surpassing $1 billion in
annual sales. Regular readers of this blog know that Home
Chef was started in 2013 by Pat Vihtelic, then Home Chef merged with the
Cincinnati-based Kroger in 2018. At
that time what Home
Chef needed was distribution, with Kroger, Home Chef found 19 different
banners each its own avenue of distribution. Clearly the products are good and
consumers are scooping them up.
Meal Kits have focused on advancing the availability
of mealtime shortcuts and solutions. At Kroger Home Chef offered new products
and pricing, while assisting transform how customers approach preparing meals.
Dan De La Rosa, Kroger’s group VP of fresh
merchandising, stated, “Kroger’s commitment to being ‘Fresh for Everyone’ is
underscored by our Home Chef products, which help us bring families together in
the kitchen with meal options for any occasion,” … “We continue to
strategically expand Home Chef offerings across our family of companies.
Whether it’s meal kits, or heat-and-eat and ready-to-cook solutions—which are
available via subscription, in-store, pickup, or delivery—it’s safe to say that
Home Chef has mealtime covered.”
In a Battle for Share of Stomach
Are you Winning?
Erik Jensen, president of Home Chef,
stated, “At Home Chef, we’re on a mission to make mealtime easier with fresh
ingredients and simple instructions,” … “By offering time-saving meal solutions
at Kroger Family of Stores, we’re able to simplify the cooking process, provide
a wide variety of options, and allow customers to enjoy a delicious homemade
experience. We’re excited to continue scaling the brand and creating new
products that are accessible to customers nationwide.”
Last month, Blue Apron introduced Heat & Eat, the company’s first-ever grocerant niche fresh prepared,
single-serving meal offering, ready in five minutes or less. Yes, we also
knew that earlier this year, HelloFresh introduced HelloFresh Market, a digital grocery store offering customers a range of add-ons to
the meal kit order they already receive on their doorstep.
However, Home Chef “currently offers more
than 500 products across a variety of categories, including meal kits,
heat-and-eat meals, ready-to-eat products, and seasonal meals, among others.
The brand says it will continue to create new products that offer customers a
range of fresh mealtime shortcuts.” We ask 500 SKU’s once again Kroger acting
like a legacy grocer want’s to be all things to everyone. That according to Johnson is not innovation.
Vihtelic, continued, “Home Chef was
founded on the idea to simplify mealtime with easy-to-make, delicious recipes,”
... “Since 2013, we’ve grown from delivering meals with a rented truck to
becoming a leading brand for Kroger. With Kroger’s support, our two brands
offer a collective passion to make mealtime easy and bring people together over
According to Johnson, the meal kit sector
is about to breakout once again as employees return to work. This time innovation in fresh prepared
Ready-2-Eat and Heat-N-Eat meal components will be what elevates the sector to new
success clues of your own? Foodservice Solutions® specializes in outsourced food marketing
and business development ideations. We can help you identify, quantify and
qualify additional food retail segment opportunities, technology, or a new menu
product segment. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit
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