Albertsons to serve up Plated meal kits in store
In a move that might take a bite out of Amazon’s expansion plans into the food arena, Plated and its parent company Albertsons on Thursday announced the next phase of their long-term plan to transform the way consumers create meals at home, from planning and shopping to cooking and eating.
By the end of the year, Plated plans to make meal kits available in hundreds of stores around the country as the brand rolls out its expansive offering across channels to meet customers wherever, whenever and however they choose to shop. As part of the rollout to stores, Plated also plans to make meal kits available to Albertsons customers in more ways, including delivery in as little as two hours through Instacart, online ordering for same day and scheduled home delivery, as well as for in-store pickup via Albertsons Companies click-and-collect service called Drive Up and Go.
As of today, Plated is already available in 40 grocery stores in two major markets.
“This is the next big step in our journey to enable everyone to enjoy fresh, delicious meals. We’ve delivered millions of meals to Americans through our acclaimed subscription service, and now we’ll be able to meet and serve millions of new customers with an entirely new level of convenience,” Josh Hix, CEO Plated, said. “Since partnering with Albertsons Companies last year, we’ve accelerated our growth and are thrilled to bring an elevated culinary experience to more people in more ways. Today we’re announcing that in addition to our subscription offering, customers near hundreds of Albertsons Companies stores will be able to pick up last-minute or order online for on demand delivery.”
“We are excited to have Plated meal kits in our stores. Plated’s culinary expertise allows us to offer customers, premium-quality, chef-designed recipes for amazing meals they can prepare at home,” Pat Brown, group vice president, merchandising and strategic initiatives, Albertsons. “Plated is not just a meal kit, it’s a culinary experience. That’s what sets us apart. Our customers learn new techniques, and can experiment with delicious and culturally diverse recipes.”
Today, Plated is available in 20 Safeway stores in Northern California and 20 Jewel-Osco stores in the Chicago area with continued national expansion throughout the U.S. planned in the coming months.
The new retail offering debuts with a collection of six meal kits representing some of Plated’s customer favorites. Recipes are crafted by Plated’s expert Culinary Team led by Le Cordon Bleu-trained chef Elana Karp. The ingredients are pre-measured and portioned to provide just what’s needed to cook delicious meals at home with no food waste.
Since launching over five years ago, Plated has developed more than 2,200 distinctive recipes. In-store meal choices will rotate seasonally, so customers will have new dishes to cook and enjoy. In-store meal kit options will include beef, chicken, vegetarian and seafood recipes.
Plated’s online subscription service continues to offer the most variety in the category, with 20 meal choices per week, as well as two dessert options.
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