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Kroger Private Brand Home Chef Creates \’Home Chef Helps\’

Home Chef, a leading meal solutions company, announces the creation of its ‘Home Chef Helps’ initiative in support of hunger relief efforts and to help communities in need during the novel coronavirus pandemic.

Kroger subsidiary, private brand meal solutions provider Home Chef announced last week the creation of its \’Home Chef Helps\’ initiative in support of hunger relief efforts and to help communities in need during the COVID-19 Crisis The newly created \’Home Chef Helps\’ initiative is an extension of the brand\’s continued dedication to alleviating hunger in local communities in which it operates through regular local food bank donations.

Home Chef will make a donation of $100,000 to Feeding America, the nation\’s largest hunger-relief organization, to aid food banks in supporting people impacted by the public health crisis. This contribution to Feeding America\’s COVID-19 Response Fund will be distributed throughout communities where the need is the most significant.

\”We are extremely grateful to Home Chef for their commitment and efforts towards alleviating hunger in communities throughout the U.S.,\” said Lauren Biedron, Vice President of Corporate Partnerships at Feeding America. \”During this time of increased need, their support will make a difference for our neighbors who are struggling to put food on their tables.\”

Feeding America is committed to serving communities and individuals facing hunger across America. As demand increases due to the COVID-19 crisis, food banks are responding by doing what they do best – feeding people in need. Donations help ensure that Feeding America can continue to be there for people in need during these times of uncertainty.

Enabling Customers to Give Back 

Home Chef is also calling on its customers to aid in this effort. Customers who skip their Home Chef order for a week can donate to help raise additional funding for Feeding America\’s COVID-19 Response Fund. Additionally, Home Chef is encouraging donations from all its customers via emails, and social posts.

Pat Vihtelic, founder and
CEO of Home Chef

\”As the COVID-19 pandemic continues, Feeding America is committed to serving communities and individuals facing hunger across America and we, at Home Chef, want to do what we can to support their critical work during this unprecedented time,\” says Pat Vihtelic, founder and CEO of Home Chef. \”Everyone is in this together and we want to make sure to be there for our neighbors in need.\”

Saying Thank You to Home Chef Heroes

To honor those on the front lines in the fight against COVID-19, Home Chef announces a new program in partnership with, offering exclusive discounts for teachers, doctors, nurses, military, first responders and all of the employees at more than 5,000 hospitals nationwide.

\”We are thrilled to be able to support those who are supporting us,\” said Vihtelic. \”Now more than ever, we realize the importance of these critical front-line workers\’ call-to-duty and how it affects all of us.\”

Available for eligible new customers, the program can be accessed at where eligible participants can use the \”Verify with\” button at checkout to start receiving their exclusive discount. 

Vihtelic added, \”We feel very fortunate to have a product that is helping to bring people together during these uncertain times.\”

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Kroger Acquires Meal Kit Company Home Chef for $200m

\"\"Late last week Cincinnati based grocer Kroger and privately held meal kit company Home Chef announced a merger agreement that will increase the availability of meal kits. The initial transaction price is $200 million and future earnout payments of up to $500 million over five years are contingent on achieving certain milestones, including significant growth of in-store and online meal kit sales. The pending merger comes on the heels of Home Chef\’s 150% growth in 2017, $250M in revenue, and two profitable quarters. The move comes less than 6 months after Bentonville-based Walmart introduced Home Chef to its customers. The move adds the home meal kit company to an already strong Kroger portfolio of private brands.

Kroger joins competitor Albertsons and its stores in the meal kit company acquisition bonanza as the later purchased Plated in late 2017.

\”Customers want convenience, simplicity and a personalized food experience. Bringing Home Chef\’s innovative and exciting products and services to Kroger\’s customers will help make meal planning even easier and mealtime more delicious,\” said Yael Cosset, Kroger\’s chief digital officer. \”This merger will introduce Kroger\’s 60 million shoppers to Home Chef, enhance our ship-to-home and subscription capabilities, and contribute to Restock Kroger.\”

\”We\’ve long believed that the future of our industry is omnichannel and bigger than just meal kits sold online. We want to be where our customers are and want to help make cooking at home easier, more accessible and even more enjoyable,\” said Pat Vihtelic, Home Chef\’s founder and CEO. \”We\’re thrilled that we will be part of the Kroger family and plan to maintain our relentless focus on innovation that meets customers\’ evolving food needs. Kroger\’s expansive retail footprint will allow us to serve millions of more customers across the country with simple, convenient and enjoyable meal solutions.\”

Home Chef\’s offerings complement Kroger\’s Prep+Pared offering that is currently available in more than 525 stores.

Home Chef employs approximately 1,000 employees, is headquartered in downtown Chicago, and operates three distribution centers in Chicago, Atlanta and San Bernardino. Home Chef\’s distribution centers reach 98% of all continental U.S. households within a two-day delivery window.

\”As one of the fastest growing meal kit companies in the country, Home Chef is poised for even more explosive growth,\” said Mr. Cosset. \”We admire their focus on the customer, culture of collaboration, dynamic experimentation, and demonstrated financial success. Home Chef\’s combination of culinary expertise and a customer data driven decision-making process is right in line with Kroger\’s vision to serve America through food inspiration and uplift by providing meal solutions for every lifestyle.\”

After the deal closes, Home Chef will operate as a subsidiary of The Kroger Co., maintain its e-commerce business on, and assume responsibility for Kroger\’s meal solutions portfolio. The company will continue to operate its offices and facilities.

Following closing, Kroger will make Home Chef meal kits available to Kroger shoppers, both in stores and online.

Kroger expects the transaction to have no effect on 2018 earnings, and to be slightly accretive in 2019.