HelloFresh to sell meal-kits in supermarket chains and grocery stores
Category: #retail  By Pankaj Singh  Date: 2018-06-04
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HelloFresh to sell meal-kits in supermarket chains and grocery stores

HelloFresh, the second largest provider of easy-to-make meal-kits in the United States has reportedly announced its decision to commence the sale of its products in grocery stores and supermarkets. Sources state that it will enter the brick and mortar business by selling meal-kits at 581 stores of Giant Food and Stop & Shop chains across the country, with plans to increase its retail partners throughout the year.

For the record, HelloFresh, founded in 2011, provides kits which have already prepared ingredients for different recipes with which customers can cook the meal themselves in 30 to 40 minutes. Tobias Hartmann, President for North America at HelloFresh explained that their retail line will help reduce the pressure on grocers to spend time on creating such meals themselves.

HelloFresh is the latest brand in this sector to follow the growing trend of providing meal prep kits outside the online segment. As per reports, its biggest competitor Blue Apron apparently decided last month to sell its meal kits at Costco retail outlets. Further in March this year, Walmart had declared plans for taking its meal-kits products across 2,000 stores nationwide.  The retail chain giant Kroger also confirmed it will buy out Home Chef, another meal kit provider.

According to sources, HelloFresh has expanded its capacity from 5 to 11 facilities in order to support the move into retail and intends to increase that number soon. In its efforts to attract more customers, the company is also experimenting with recipes and effective packaging which appeal to them. These kits are expected to cost between $14.99 and $19.99 and include already popular ingredients like Peppercorn Steak and Mediterranean Style Chicken.

Reportedly, the easy-to-cook meal-kit space has turned into a large-scale business worth $2.2 billion. Experts claim that HelloFresh’s decision to enter this segment will boost its competitive advantage.



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Pankaj Singh

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Pankaj Singh

Pankaj Singh Develops content for Market Size Forecasters, Algosonline, and a couple of other platforms. A Post Graduate in Management by qualification, he worked as an underwriter in the UK insurance domain before deciding to switch his field of profession. With exp...

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