Kroger Expands Home Chef Meal Kits Nationwide

    Kroger announced today the introduction of retail Home Chef meal kits to new cities, bringing the weekly rotating meal solution to 500 additional Kroger Family of Stores across the country. Kroger acquired Home Chef for $200 million in the spring of 2018. The retailer has launched a customizable meal kit feature for online orders on homechef.com, allowing customers to have more flexibility in deciding what’s for dinner by providing the choice to change and upgrade recipe ingredients. The feature—the first among leading meal kit brands—offers unprecedented variety for customers.

    Robert Clark, Kroger’s senior vice president of merchandising

    “Kroger continues to redefine the customer experience and provide new ways to shop for, prep and cook meals through exciting brick-and-mortar and digital experiences,” said Robert Clark, Kroger’s senior vice president of merchandising. “Last October, Kroger introduced Home Chef retail meal kits, and we’re now expanding to add the easy-to-prepare recipes to hundreds of new locations, providing convenient access to the meal solution at more than 700 stores. We look forward to the continued growth of Home Chef in 2019 through expansion and new products.”

    “Home Chef is proud to continue our evolution toward becoming more than a meal kit delivery brand,” said Pat Vihtelic, Home Chef’s founder and CEO. “With continued innovation and personalization, we are providing customers with more ways to enjoy fresh, delicious meals that align with their individual tastes.”

    “What’s for Dinner Tonight?”

    Home Chef’s fresh, pre-portioned ingredients and simple recipes are guaranteed to delight everyone around the dinner table. Each week’s rotating retail menu showcases a variety of classic meals, including Home Chef Express meal kits that can be prepared in 15 minutes or less. Each meal kit is designed to serve two and starts at $8.50 per serving.

    Home Chef retail meal kits are currently available in Kroger Family of Stores across multiple markets, including Illinois (Mariano’s), Kentucky (Kroger), Michigan (Kroger), Ohio (Kroger, Cincinnati), and Wisconsin (Pick ‘n Save and Metro Market). The latest expansion is underway and by the end of February, customers can purchase Home Chef retail meal kits in the existing markets and Arizona (Fry’s and Smith’s); California (Ralphs); Colorado (King Soopers); Idaho, Montana, Nevada, New Mexico, Utah, Wyoming (Smith’s); Indiana (Kroger); Ohio (Kroger, Columbus); Oregon and Washington (Fred Meyer and QFC); Tennessee (Kroger, Nashville); and Texas (Kroger).

    Kroger home delivery customers continue to enjoy the convenience of having Home Chef meals delivered directly to their home via homechef.com. Home Chef’s newly-launched Customize It feature empowers customers to personalize some of their favorite easy-to-prepare recipes. Customers can now swap, double, or upgrade ingredients on many of their favorite recipes.

    The Customize It feature expands on Home Chef’s commitment to provide customers with increased variety through options like Home Chef’s no-cook 5-Minute Meals, delicious dinners, and add-ons like fresh smoothies. Visit homechef.com for the weekly online menu offerings.

    “Our customers asked for more ways to customize their Home Chef meals, and we listened,” Vihtelic added. “We are excited to be the first leading meal kit company to introduce these new Customize It choices for everyone seeking the same great Home Chef meals with even more variety and choices.”

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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.