Food Business News - June 12, 2018 - 18

HelloFresh meal kits launch at
retail in Ahold supermarkets

The Kroger Co. agreed to
acquire Home Chef this
past May and will make
their meal kits available
in Kroger stores.



NEW YORK - Meal kit delivery company
HelloFresh SE is making its first foray
into retail. The company's meal solutions
initially will be available at 581 stores
under Ahold Delhaize U.S.A.'s Giant
Food and Stop & Shop brands, and the
company plans to partner with more
retailers throughout the year to expand
its product availability.
"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

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the everyday needs for even more customers, adding what we view as a highly
complementary customer segment."
HelloFresh retail meal kits take
fewer than 30 minutes to cook and are
available in varieties such as peppercorn
steak, Mediterranean-style chicken,
homestyle meatloaf, chickpea couscous
and paprika chicken.
To develop its retail line, HelloFresh
collected data from its 1.2 million U.S.
customers to determine the most popular
recipes among a broad consumer base.
The company also conducted global pilot
programs to "optimize its retail brand
for taste and freshness," HelloFresh said,
as well as to ensure its products would
be successful for grocers. Additionally,

the company expanded its distribution
network to 11 from 5 facilities to expand
its market reach.
"Grocers needed to profitably
replace underperforming or low margin
product categories and meet their customer demands for chef-curated, fresh
and convenient meals," Mr. Hartmann
said. "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 is the latest in a long
line of meal kit delivery companies
rushing into retail. In May, The Kroger
Co. agreed to acquire Home Chef,
which will make Home Chef meal kits
available in Kroger stores. Also in May,
meal kit company Chef'd partnered
with Smithfield Foods, Inc. to bring its
meal kits to grocery stores nationwide,
including Costco, Hy-Vee, Harris Teeter,
Tops, Weis and Gelson's Markets. In
March, Walmart debuted its own meal
kit offerings and Blue Apron Holdings,
Inc. announced plans to begin selling
prepared meal kits at retail. In November 2017, Supervalu Inc. launched a new
line of Quick & Easy meal kits, and in
September 2017, Albertsons Companies,
Inc. acquired Plated, a New York-based
meal kit service. FBN

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Food Business News

12, 2018
Email: | Phone: (610) 444-4800 | June

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