Culinology - March 2018 - 14

INGREDIENT trends

Kroger's Prep+Pared Meal Kits are available in
nearly 200 stores.
when it's not sold, they have to dump the
whole thing. "As a meal kit provider, you fill it,
ship it, and you're done with it - you don't
have the real estate [of a market]."

Ingredients take the lead
Kyle Ransford, CEO of Chef'd, is neither
a self-described "foodie" nor a chef, but he
says he loves to eat and loves
to cook. The inspiration for
founding the company in
2014 came when he found
he was asking himself,
"Why wasn't there a
button that says, 'Send
me the ingredients to
make this dish'?"
Today, he couldn't be
more enthusiastic about
partnering with supermarkets to grow his business, and
Chef'd is already on the shelves
in Gelsons Markets, Tops Friendly
Markets, Target and Food Lion stores.
While most meal kit services have a subscription model offering a menu of dishes
each week, Chef'd customers may choose
from 1,600 recipes at any time because the
company stocks the ingredients (approximately 5,000 stock-keeping units), essentially acting as a grocery operation. "We're a
value-added platform that acts as a back-end
fulfillment [house] for our partners' food and

marketing efforts," Mr. Ransford said.
"There's pretty incredible technology in
manufacturing and infrastructure - to get
just-in-time supply chain, plus just-in-time
portioning so, for example, we could bring in
flour, portioning it as called for in the recipe,
into individual meals."
He predicts retail will become an
increasingly important component of brand
building for meal kits, with most pricing
between $15-$20.

Recipe rules
In 2016, Berlin-based Marley & Spoon partnered with Martha Stewart to launch Martha
& Marley Spoon based on Ms. Stewart's
collection of recipes. On a weekly basis, customers receive a chilled box with fresh ingredients and step-by-step recipe cards.
Recipes are constantly being tweaked
in the test kitchen, according to Jennifer
Aaronson, the company's culinary director.
"We're aiming to get the most flavor out of
eight ingredients (or less), and require the
least amount of prep in order to complete the
dish within 30 minutes," she said. "Broiled is
typically substituted for baked to effect faster
cooking and caramelization; we're also very
mindful of reducing the number of dishes being used so we can cut clean-up time."
The difference in a Martha & Marley Spoon
recipe often comes in a little packet of dried
sriracha powder or "other interesting spices
beyond cumin," Ms. Aaronson said.
In the future, the company may offer dessert as an add-on option, similar to the cookie

Why meal kit customers discontinue use

57%

33%

20%

19%

16%

8%

"Too
expensive"

"Recipes did
not taste good"

"Learned the
recipe and now
make it myself"

"Started a
restrictive diet"

"Excessive
packaging
waste"

"Dissatisfied
with customer
service"

Source: LEK 2016 Millennial Retail and Travel Survey

14 |

Culinology | MARCH 2018



Table of Contents for the Digital Edition of Culinology - March 2018

Culinology - March 2018
TABLE of contents
PRESIDENT’S letter - A great start for 2018
EMERGING trends - 3-D printing Imagining the possibilities
EMERGING trends - Five dairy alternative beverages to watch
INGREDIENT trends - Meal kits Delivering on convenience and fl avor
EDITORIAL - Consumer technology, behaviors dramatically reshaping food service
INGREDIENT trends - Navigating Natural
Simplicity on the table
MEMBER profile - Arby’s adventurous side
Going to the next level
EXPERT voices - What’s next in sous vide?
INDUSTRY NEWS - RCA announces new leaders
INDUSTRY NEWS - Become an RCA partner with year-round sponsorship opportunities
INDUSTRY NEWS - Ambitious culinary arts and food sciences students to compete at RCA Conference
INDUSTRY NEWS - Access RCA Conference recordings
INDUSTRY NEWS - RCA Regional Events
INDUSTRY NEWS - upcoming events
INDUSTRY NEWS - Save the date for 2019
PETITS fours - Big companies thinking small about innovation
PETITS fours - Sourcing the globe for ethnic spice blends
PETITS fours - PANERA PUSHES FOR FEDERAL EGG DEFINITION
PETITS fours - McDonald’s switching to sustainable packaging
NEWS bites
Culinology - March 2018 - Culinology - March 2018
Culinology - March 2018 - Culinology - March 2018
Culinology - March 2018 - 2
Culinology - March 2018 - TABLE of contents
Culinology - March 2018 - PRESIDENT’S letter - A great start for 2018
Culinology - March 2018 - 5
Culinology - March 2018 - EMERGING trends - 3-D printing Imagining the possibilities
Culinology - March 2018 - 7
Culinology - March 2018 - EMERGING trends - Five dairy alternative beverages to watch
Culinology - March 2018 - 9
Culinology - March 2018 - 10
Culinology - March 2018 - 11
Culinology - March 2018 - INGREDIENT trends - Meal kits Delivering on convenience and fl avor
Culinology - March 2018 - 13
Culinology - March 2018 - 14
Culinology - March 2018 - 15
Culinology - March 2018 - 16
Culinology - March 2018 - 17
Culinology - March 2018 - 18
Culinology - March 2018 - 19
Culinology - March 2018 - EDITORIAL - Consumer technology, behaviors dramatically reshaping food service
Culinology - March 2018 - 21
Culinology - March 2018 - INGREDIENT trends - Navigating Natural
Culinology - March 2018 - 23
Culinology - March 2018 - 24
Culinology - March 2018 - 25
Culinology - March 2018 - 26
Culinology - March 2018 - 27
Culinology - March 2018 - Simplicity on the table
Culinology - March 2018 - 29
Culinology - March 2018 - 30
Culinology - March 2018 - 31
Culinology - March 2018 - 32
Culinology - March 2018 - MEMBER profile - Arby’s adventurous side
Culinology - March 2018 - Going to the next level
Culinology - March 2018 - 35
Culinology - March 2018 - 36
Culinology - March 2018 - 37
Culinology - March 2018 - 38
Culinology - March 2018 - EXPERT voices - What’s next in sous vide?
Culinology - March 2018 - 40
Culinology - March 2018 - 41
Culinology - March 2018 - 42
Culinology - March 2018 - 43
Culinology - March 2018 - 44
Culinology - March 2018 - INDUSTRY NEWS - Become an RCA partner with year-round sponsorship opportunities
Culinology - March 2018 - INDUSTRY NEWS - Access RCA Conference recordings
Culinology - March 2018 - INDUSTRY NEWS - RCA Regional Events
Culinology - March 2018 - INDUSTRY NEWS - Save the date for 2019
Culinology - March 2018 - 49
Culinology - March 2018 - PETITS fours - Big companies thinking small about innovation
Culinology - March 2018 - 51
Culinology - March 2018 - PETITS fours - Sourcing the globe for ethnic spice blends
Culinology - March 2018 - PETITS fours - PANERA PUSHES FOR FEDERAL EGG DEFINITION
Culinology - March 2018 - PETITS fours - McDonald’s switching to sustainable packaging
Culinology - March 2018 - 55
Culinology - March 2018 - NEWS bites
Culinology - March 2018 - 57
Culinology - March 2018 - 58
Culinology - March 2018 - 59
Culinology - March 2018 - 60
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