After BlueApron announced plans to expand its meal kits to the retail sector and partnered with Costco in May, HelloFresh will take a similar route. On June 4, the company announced a partnership with Ahold Delhaize’s Giant Food (Landover) and Stop & Shop that would allow it to market its meal kits in 581 stores. The kits are expected to be available towards the end of June with the company planning to add more retailers through 2018.
HelloFresh’s retail offering includes choices such as Peppercorn Steak, Mediterranean Style Chicken, Homestyle Meatloaf, Chickpea Couscous and Paprika Chicken priced between $14.99 and $19.99 and take less than 30 minutes to cook.
“Grocers needed to profitably replace underperforming or low-margin product categories and meet their customer demands for chef-curated, fresh and convenient meals,” Tobias Hartmann of HelloFresh. “Our retail line reduces the pressure on grocers to create these meals themselves and easily integrates into growing areas of their business such as online grocery and delivery.”
HelloFresh expanded its distribution network from five to 11 facilities to minimize travel time and maintain ingredient quality for retailers.