HelloFresh is now selling its meal kits through 581 Giant Food and Stop & Shop stores, with plans for expansion to more retailers throughout the year.
The move is the widest launch of pre-portioned meal kits in grocery stores, according to the Wall Street Journal.
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Customers can expect HelloFresh prepackaged kits for meals including peppercorn steak, Mediterranean-style chicken, homestyle meatloaf, chickpea couscous and paprika chicken. The kits range from $14.99 to $19.99 and take fewer than 30 minutes to cook.
The deal comes just weeks after HelloFresh competitor Blue Apron announced its deal to sell its meal kits at Costco stores in San Francisco and the Pacific Northwest. In this exclusive partnership, Blue Apron strategically aligned itself with retail powerhouse Costco, which reported a 12.1 percent increase of sales for the quarter on Friday.
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Blue Apron, a home delivery meal kit pioneer, enjoyed early success and has been forced to innovate as celebrity-backed meal kit companies and those that cater to specific dietary needs have joined the market. The public — especially millennial urbanites, according to a study by Time Money — has met the meal kit concept with enthusiasm, but customer retention is low.
Thirty-nine percent of subscribers sign up for meal kit subscriptions only to cancel their memberships one week later, according to Statista. About half of Blue Apron customers use an initial discount for the first month before unsubscribing, CNBC reported. For HelloFresh, the numbers are better, but still not great: The vast majority of subscribers leave after six months, reported CNBC.
Home delivery meal kits also face competition from retail giants: Walmart has rolled out easy-to-make dinners, Albertsons bought meal kit company Plated, and Amazon sells meal kits online.
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