In one of the largest subscription-to-retail deals in the business yet, New York-based meal kit company HelloFresh is headed to nearly 600 Ahold Delhaize USA stores.
HelloFresh remains an independent food brand, according to a news release, unlike recent deals including Kroger’s acquisition of Home Chef, and Albertsons’ Plated acquisition.
The company, which has its global headquarters in Berlin, has been conducting retail pilots to optimize its retail brand’s taste, freshness and profitability in the grocery sector.
“How we’ve been embraced by retail brands shows the quality product line HelloFresh has brought to market,” said Tobias Hartmann, president of North America at HelloFresh, in a news release. “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.”
The retail kits, rolling out in Ahold Delhaize’s Giant Food (Landover) and Stop & Shop locations, include choices like Peppercorn Steak, Mediterranean Style Chicken, Homestyle Meatloaf, Chickpea Couscous and Paprika Chicken, and range in price from $14.99 to $19.99. Each recipe is designed to take fewer than 30 minutes to cook.
RELATED:
Blue Apron is headed to brick and mortar
Chef'd aims for 1000+ retailers by the end of 2018
AgriTalk: Amazon, Kroger, Walmart spur growth in online grocery
Packer Insight: The retail implications of Kroger's Home Chef acquisition