Friday, April 7, 2023

Kroger Positioned Grocerant Ready-2-Eat or Heat-N-Eat Easter Meals for Today’s Consumers


Families, food, and fun are all top of mind when most people think about Easter. Families gathering around the table, telling tales, and taking photos are all apart as well. Then of course if you still have little ones around the house there is the Easter Egg Hunt. 

However according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® cooking Easter dinner from scratch is not what most consumers are planning on.  In fact, recent grocerant scorecards found that only “35.7 percent of consumers were planning are cooking Easter Dinner from Scratch.”  The vast majority of consumers today will have an Easter table set with at minimum two grocerant niche Ready-2-Eat or Heat-N-Eat entrees or side dishes according to Johnson.

Kroger, is beginning to understand that and this year they are offering an Easter menu that can serve a family of 10 for less than $7.50 per person, while The Save Mart Cos. and The Fresh Market both have ready-made meals ripe for the picking.

So, Kroger’s suggested fresh menu includes a Kroger spiral ham, Private Selection macaroni and cheese, Simple Truth carrots, a Bakery Fresh peach pie and more. Sweet treats for Easter baskets are also included in the deal, and all gift card purchases will earn shoppers 4X Fuel Points for a limited time.

Stuart Aitken, SVP and chief merchant and marketing officer, stated, "At Kroger, we offer lower prices and more choices every day," …. "We promise our customers a zero-compromise Easter meal that is delicious and made affordable by our everyday low prices. Kroger is Fresh for Everyone no matter the day, year or holiday. This Easter is better than inflation free with the consistent value and savings we offer our customers every day, and we'll even take care of planning with an incredible family meal."

Kroger is not alone as Save Mart and Lucky shoppers, meanwhile, can get a $24.99 “Dinner for Two” that includes ham or tri-tip and two sides. A “Complete Ham Meal” or “Complete Turkey Meal” costs $59.99, serves six to eight people, and includes several side items. Dessert deals are also available, as well as tulips and potted Easter lilies.

Donovan Ford, SVP, store operations at Save Mart, stated, “Easter is a special time for families in the communities we serve, whether it’s a dinner for two or meals for larger gatherings, Save Mart and Lucky stores provide the traditional food and spring florals they look forward to and enjoy each year.”

The Fresh Market has grocerant Ready-2-Eat and Heat-N-Eat prepared meals as well that include ham, lamb, prime rib and brunch options ranging from $25 to $99.99. The grocer is also offering a variety of Easter-themed chocolates, cookies, candy, flowers and more.

Walmart also has Easter-ready items on sale through April 15, including Sam’s Choice spiral-cut ham, canned green beans and corn, salad dressings and more. Additionally, Target has more than 200 seasonal treats available for under $5, and is offering 30 new seasonal sweets and snacks from its private-label Favorite Day brand.

This is a big holiday for restaurants and grocery stores as Data from Numerator, a Chicago-based data and tech company, reveals that 85% of consumers plan to celebrate Easter this year. Also, according to the Washington, D.C.-based National Retail Federation (NRF), Easter spending is expected to reach a record $24 billion this year, a $3.2 billion increase from 2022. With an influx in spending, this Easter Sunday is anticipated to be the biggest one yet. Are you selling grocerant niche Ready-2-Eat and Heat-N-Eat meals?

Invite Foodservice Solutions® to complete a Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: or 253-759-7869

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