Taste Whats Cooking in The Kitchen!

the kitchen1

Just as the recession was beginning to hit hard a new retail food concept began to emerge. It had been slowly growing in the wings since 2003/04, but it started to capture the interest of both consumers and the press alike. More than five years later the concept is nothing new and has seen many of the original franchises close. Grocers around the country had rushed to capture some of the convenience meal assembly business that Dream Dinners, Super Suppers and their kind had captured. Publix and Piggly Wiggly both launched concepts to mixed success, and here we are in the midst of a recession and convenience has given way to price. Home cooking is now the smart economical thing to do.

Then along comes a London based meal assembly business that stands up and differentiates.  The Kitchen Parsons Green follows the traditional meal assembly model but takes it to a level never before seen with a gourmet food experience and packaging. Their Private Brand packaging extends the experience from the store to your home and reinforces it at every step.

Accordin to the packaging blog The Dieline:

The packaging was designed for The Kitchen by Design Friendship, a UK based agency:

“The Brief: To create a brand identity for a new culinary retail concept in the UK. The Kitchen’s vision is you experience, first hand, how to create great tasting food from only the finest ingredients with Michelin Star Chef Thierry Laborde and his team.”

As we emerge from the depths of the current economic this could be a model for retailers and foodcentric grocers to emulate.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.