Kroger and Home Chef expand retail meal kits, launch customizable meal kits for online orders

On Feb. 6, 2019 The Kroger Co. and Home Chef announced the introduction of retail meal kits to 500 additional Kroger stores in the US. In a first for meal-kit brands, homechef.com launched a customizable meal kit feature for online orders, allowing customers to be able to decide their dinners by changing and upgrading recipe ingredients.

“Kroger continues to redefine the customer experience and provide new ways to shop for, prep and cook meals through exciting brick-and-mortar and digital experiences,” said Robert Clark, Kroger’s SVP of merchandising. “Last October, Kroger introduced Home Chef retail meal kits, and we’re now expanding to add the easy-to-prepare recipes to hundreds of new locations, providing convenient access to the meal solution at more than 700 stores. We look forward to the continued growth of Home Chef in 2019 through expansion and new products,” Clark said.

“Home Chef is proud to continue our evolution toward becoming more than a meal kit delivery brand,” said Pat Vihtelic, Home Chef’s founder and CEO. “With continued innovation and personalization, we are providing customers with more ways to enjoy fresh, delicious meals that align with their individual tastes,” Vihtelic said. “Our customers asked for more ways to customize their Home Chef meals, and we listened. We are excited to be the first leading meal kit company to introduce these new Customize It choices for everyone seeking the same great Home Chef meals with even more variety and choices,” he said.