STORE SPACES

Ahold Delhaize U.S.A. gets in on the meal kit game

BY Deena M. Amato-McCoy

Two Ahold Delhaize U.S.A. banners will soon be selling meal kits.

Through a partnership with meal kit provider HelloFresh, 581 stores under the Giant Food and Stop & Shop banners will feature the boxed offering. The meal kits will be largely concentrated in the Northeast. The partnership also marks HelloFresh’s retail debut.

HelloFresh’s offering currently includes choices like Peppercorn Steak, Mediterranean Style Chicken, Homestyle Meatloaf, Chickpea Couscous, and Paprika Chicken. Meals range from $14.99 to $19.99, and take less than 30 minutes to cook. The company also collects more than 60,000 data points per week from customers across the United States, and uses these details to develop new recipes, according to the company.

Ahold Delhaize U.S.A. is not HelloFresh’s exclusive partner, as the company plans to expand its availability through more retailer partnerships throughout the year. The company expects this plan to help retailers revitalize the grab -and-go aisles, especially across smaller format retail chains, the company said.

“How we’ve been embraced by retail brands shows the quality product line HelloFresh has brought to market,” said Tobias Hartmann, President for North America at HelloFresh. The addition of retail, a channel well-placed to benefit from the unique data, brand and infrastructure assets we have built out over the years, allows us to better address the everyday needs for even more customers, adding what we view as a highly complementary customer segment.”

Through this partnership, Ahold Delhaize U.S.A. joins the ranks of other grocery operators adding meal kits to their offering. In March, Walmart began offering the boxed kits in some 250 stores, and plans to roll out the offering to more than 2,000 of its stores this year.

Target is working with Minnesota-based Local Crate, a winner of its Target + Techstars competition, and now sells boxed meal kits in select Minnesota Target stores. Meanwhile, Albertsons Cos. acquired prepared-meals company, Plated.

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