Albertsons Companies, one of the nation’s largest grocery retailers, today announced the acquisition of Plated, a premier meal kit service. This move advances a shared strategy to reinvent the way consumers discover, purchase, and experience food. Plated will operate as a wholly-owned subsidiary of Albertsons Cos. The transaction is expected to close later this month pending customary approvals.
In teaming up with Plated, Albertsons Cos. adds a meal kit company with leading technology and data capabilities, a strategic step for the company as it continues to focus on innovation, personalization, and customization. Together, Albertsons Cos. and Plated will leverage their diverse and complementary strengths to serve customers in a way that appeals to the evolving lifestyles and food preferences of people across the country. Among the key projected outcomes of this deal is for Plated to become the first omnichannel meal kit offering with national scale.
“Today’s consumer is looking for a variety of personalized shopping alternatives, and this transaction is the latest example of Albertsons Cos. meeting our customers wherever and however they like to shop,” said Bob Miller, Chairman and CEO of Albertsons Companies. “With Plated, we’ve found a partner who shares our commitment to delicious, affordable food; superior technology and innovation; and world class customer service. Plated knows its customers better than anyone, and together we will accelerate our ability to serve them. We are excited to offer our customers more online options and fresh, quality ingredients along with distinctive recipes at their doorstep or through traditional shopping trips.”
Plated will benefit from Albertsons Cos.’ resources and national reach with over 2,300 stores to scale its business and improve its customer experience with new offerings. Albertsons Cos. will enable Plated to expand beyond its existing subscription model by offering Plated meal kits at many store locations, across its digital channels, and through a variety of distribution options to make it easy to create delicious meals at home by providing the flexibility, convenience, and access to high-quality, fresh ingredients coupled with chef-designed recipes that customers are looking for. Plated’s marketing and acquisition efforts will also benefit by gaining exposure to Albertsons Cos.’ 35 million customers per week.
Josh Hix, Co-founder and CEO of Plated, said, “Joining Albertsons Companies presents an amazing opportunity to accelerate our positive impact on the future of food in America by making fresh, delicious food more widely available. Albertsons Cos. is at the forefront of the changing food and grocery landscape with their customer obsession, their large national store footprint, and their exciting plans for the future of the grocery store. We’re excited to be partnering with them to shepherd our growth while preserving the unique strengths that define Plated today. There’s tremendous upside for Plated’s customers whose experience with our brand will only get better. As meal kits continue to gain traction in the marketplace, we believe the winning formula combines choice, flexibility, culinary expertise, and the ability for customers to buy across channels–all of which we are now singularly positioned to deliver in collaboration with Albertsons Cos.”
lated will continue to operate as a distinct consumer brand with its own leadership team led by Co-founder and CEO Josh Hix. The company will continue to be headquartered in New York City, with fulfillment centers across the country.
Blue Apron has partnered with FOX’s culinary competition series, MASTERCHEF JUNIOR to develop a Mystery Box Challenge in the episode that aired first on Thursday, April 20.
During the episode, each young home cook opened his or her Mystery Box to reveal a Blue Apron Family Plan box with a choice of two proteins and an assortment of farm-sourced winter vegetables. They were given 45 minutes to curate a dinner recipe that the whole family can enjoy using the 10-12 mystery ingredients and items from the MASTERCHEF JUNIOR pantry.
The winner received a competitive advantage in the next cooking challenge in the show and the opportunity to have his or her own winning recipe featured on an upcoming Blue Apron Family Plan menu. To celebrate the partnership, all eight MASTERCHEF JUNIOR contestants will also receive one year of Blue Apron meals.
By Lorrie Baumann
Terra’s Kitchen is one of those meal kit delivery services that have been springing up all over the country, and while it’s only just over a year old, it’s taking off nationally by offering convenience, freshness and flexibility to busy individuals with a wide range of dietary requirements and concerns about the environmental sustainability of their choices. “We know that there are many different ways to eat in a healthy manner,” said Michael McDevitt, the company’s CEO. “We’re meeting the needs of many different types of consumers.”
McDevitt started the business just 19 months ago. “I got the news that I was becoming a father, and I wanted to do everything I could do to reinvent the childhood I had growing around the table, which seemed to have fallen off,” he said. “People are just so busy today.”
“We exist to connect family and friends back around the dinner table. That’s why we are here,” he continued.
The company has four pillars to its brand: health, talk, balance and convenience. Recipes for the meals are developed as a cooperation between the company’s Creative Culinary Director, Libbie Summers, and its Director of Nutrition, Dr. Lisa Davis, PhD, PA-C, CNS, to ensure that they’re both tasty and nutritious, and variety is a key, with more than 40 seasonal offerings on the company’s website at any given time. Customers can filter the menu offerings according to several dietary regimes so that the choices they’re offered meet their own needs, whether that’s Paleo, vegetarian, gluten-free or just generally nutrition-conscious. Most of the meal choices are priced between $10 and $15 per serving.
Ingredients for the meals are prechopped and packaged for shipment in a reusable vessel that the consumer unpacks at home and then puts back outside for pickup the next day by the same service that delivered it. The vessel is delivered back to Terra’s Kitchen, where it’s sanitized and reused. There’s no outer box or gel packs to make the kind of excessive packaging waste that many critics of meal delivery services have pointed out as a conflict with environmental sustainability. Individual ingredient items, organic or non-GMO when possible, are packaged in recyclable plastic containers – 4-inch by 4-inch plastic boxes of the kind that consumers are used to seeing as packaging for deli salads in their supermarkets. Consumers may recycle the plastic containers either by returning them to the vessel to be delivered back to Terra’s Kitchen or putting them into their own municipal collection, or they often find other ways to use the containers, McDevitt said. The minimal packaging drops the amount of packaging waste for a Terra’s Kitchen delivery to about 8 ounces per week, or about 25 pounds per year, which compares to about 450 pounds a year for some of the company’s competitors.
Along with every meal, as part of the company’s brand pillars, the customer gets a table talk topic that’s designed to spark conversation. Topics range from light-hearted philosophical questions to nutrition information about the actual meal the consumer is eating. “We do what we can to spark conversations around the table,” McDevitt said. “We have a lot of fun helping table talk.”
The company’s focus on balance and convenience means that every meal offered can be prepared in less than 30 minutes. McDevitt says this reflects that the company is conscious of the time and effort needed to prepare a healthy meal and aware that its customers are looking for help managing both their time and their nutrition. “Everybody knows how they should be eating, but it’s very difficult to take those steps,” McDevitt said. “We take the majority of the prep work out of the meal by sending everybody pre-cut ingredients.”
Terra’s Kitchen ships from both the East and West Coasts to cover the entire nation. Subscribers order weekly meal deliveries for up to four or five weeks. They can to go back and alter their choices ahead of each shipping date, and they can choose the days of the week on which they’d like their shipments to arrive. “The benefit is that you can do all of your meal planning for a month in a 10-minute sitting,” McDevitt said.
The average customer is likely to order two or three dinners and two or three grab-and-go items to pack for office lunches. Terra’s Kitchen does not yet offer traditional breakfast items. The company requires a minimum $65 order for each shipment. “You’re signing up for meals to come in the container, which comes in a weekly basis, but you can skip weeks and only have it come on the weeks that you want it,” McDevitt said. “We are very much aware of our clientele. The most typical consumer is a busy, two-income family with young children, both working, both very busy. We’re also having tremendous success in the empty nester market as well, those people who have time on their hands and are just looking for a more convenient way to gather around the table together for dinner – other than going out to dinner.”
He added that, “It started for the purpose of helping families getting together around the table, and we’re having tremendous success with that.”