Albertsons is strategically shifting the future of the Plated brands from a dinner-based subscription solution to a comprehensive in-house culinary brand that will join the company’s lineup of popular private label products.
As a result, the Plated subscription service will be phased out at the end of November, giving way to a sharper focus on how the brand can help deliver a differentiated in-store experience. The company plans to expand the Plated brand with new product offerings in additional stores in 2020.
“Our vision for Plated includes an expanded set products that goes far beyond a dinner-based solution and into a comprehensive in-house culinary brand,” said Geoff White, evp and CMO. “With a broader scope of offerings, we see Plated solving consumer demands around convenience, lifestyle and cooking experience while adding yet another layer of interest to our in-store journey.”
The marketing and product development team behind the company’s Own Brands will manage the expansion of Plated into a holistic home meal solution. The decision to formally bring Plated into the lineup of the company’s Own Brands comes after extensive testing of the meal kits’ in-store performance in its Safeway stores in Northern California. The company found that shoppers who purchased Plated products are more likely to have a larger basket than the average shopper.
As the Plated portfolio grows in the store, its products will be available for purchase online through stores’ existing e-commerce platforms, which offer delivery in as little as two hours or pickup through its Drive Up & Go service