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Home > Food, Beverage and Grocery > Meal Kits Soar in Sales, Making it Easy to Prepare Home-Cooked Meals Without Shopping at Supermarkets

Meal Kits Soar in Sales, Making it Easy to Prepare Home-Cooked Meals Without Shopping at Supermarkets, Business and Industry Trends Analysis

Firms such as Blue Apron and HelloFresh have gained a reasonable level of popularity in home kitchens throughout the U.S., the UK, much of Asia/Pacific and the EU.  Customers subscribe to these services, which provide pre-portioned meal ingredients and recipes, and promise fresh, high-quality meats and produce that average about $10 per meal.  Consumers order their meal kits online, which are delivered by UPS or similar ground services in high-tech packaging that keeps raw ingredients chilled and fresh.  Demand was greatly spurred by the Coronavirus pandemic.  However, consumer demand for such services fell off after COVID subsided.
Supermarkets are responding aggressively to the meal kit trend.  For example, Walmart, HEB Grocery Company and Kroger are offering meal kits.  Reach-in coolers filled with attractively packaged, modestly priced meal kits are in high traffic areas in such stores.  Shoppers can grab and go, and quickly put together a fresh meal at home using recipe cards that are inside of the packages.  Alternately, shoppers can order these meal kits online, and then pick them up at curbside—a highly convenient way to organize tonight’s dinner without entering the store.
Consumers using these complete meal kits want to create fresh, home-cooked meals that do not require a shopping trip to the supermarket.  At the same time, however, they want innovative menus and recipes that they can enjoy cooking and serving. 
HelloFresh SE is the world’s leader in this sector, with headquarters in Berlin, Germany and distribution centers in many nations worldwide.  One of its brands, Factor75, delivers fully cooked meals, a wide departure from the traditional raw ingredients kits offered by HelloFresh’s other brands.  HelloFresh boosts it appeal by offering meal kits to fit a broad variety of dietary interests.  For example, its Green Chef unit offers selections that are vegan, keto and paleo diet appropriate.

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