Supermarket Perimeter - March 2019 - 28

Deli: Meal kits

Pairing up

28 - MARCH 2019

Don't forget the bakery
While retailers are focused on creating meal solutions within
the store, many don't do a great job of including the instore
bakery, according to Jilly Tomeny, senior manager of fresh for
Daymon Worldwide, Stamford, Connecticut.
Breads and desserts - which take time and knowledge to
prepare at home - can be used to make a truly
complete meal kit. Single-serve desserts, desMeal
serts for two, rolls, biscuits and dinner breads
are all good options.
kit sales

could reach $25
billion by 2026
(Packaged Facts)

Hy-Vee partners with Weight Watchers
West Des Moines-Iowa-based Hy-Vee found a partner
for its latest meal kit program.
The company introduced its WW Fresh quick-prep
meals with earlier this year. WW is the new name of the
former Weight Watchers, based in New York City.
The chef-inspired, nutritionist-approved meals are
ready-to-eat in 10 minutes or less.
"People are looking for nutritious meals that they can
put together quickly at home, work or even on-the-go,"
says Stacey Mowbray, president of North America at
WW. "Our WW Fresh meals feature quality ingredients
inspired by WW Freestyle, our most livable and effective program ever, making it easier than ever to enjoy
delicious meals without spending time prepping and
cooking."
The WW Fresh meals serve two people are range in
price from $14 to $20, with all ingredients pre-prepped
and proteins pre-cooked. Consumers need to follow just
three steps - combine, heat and eat.
"We believe WW Fresh will really stand out in the
market," says Ryan Nathan, vice president of WW Fresh.
"Curated by WW, the new quick-prep meals are nourishing, convenient options for anyone looking to pick up a
meal on the way home and enjoy a home-cooked dish,
ready and on the table in minutes."
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In discussing where meal kit companies go next, Kamen
lays out a direction that is like that of Chef'd and True
Food Innovations.
"I believe that the online meal kit retailers are going to
end up having to fade away or become supply partners
for brick and mortar retailers," he says.
It's the approach True Food Innovations took with
Chef'd. After the eCommerce business abruptly closed
up shop in 2018, True Food Innovations swooped it up
and turned it into a successful retail partner.
"I see a large migration of consumers that enjoy
healthy clean foods migrating from a direct to the
consumer subscription model to purchasing in store or
by way of the numerous last mile delivery options like
Instacart," Jones says.
Don's Food Products, a producer of artisan deli salads
and side dishes based in Schwenksville, Pennsylvania,
has also started to look into meal kit partnerships.
Carl Cappelli, senior vice president of sales and
business development for Don's, says the company's
products fit with the general meal kit theme of clean,
high-quality products.
"You see a lot of retailers have gone into meal kits and
are making their own," he says. "Why not put our products in there? Think of them beyond just a side dish, they
can be a meal kit component."
He describes meal kits with locally raised meats, and
locally sourced vegetables with a Don's Food side dish or
salad, which can either be private label or co-branded on
the meal kit package.

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Supermarket Perimeter - March 2019

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