Loblaw launches delivery-based meal kits

Stewart Samuel
Program Director - Canada
@RetailAnalysis

Date : 01 May 2020

Loblaw has launched a new range of meal kits under the PC Chef brand, including a dedicated delivery service.

$5 delivery fee

The new range is currently available for next-day home delivery in the Greater Toronto Area. Customers can choose from a range of eight kits which serve two people, ranging from $17.00 to $19.50. Each kit consists of pre-portioned ingredients and a recipe card. The retailer charges a flat delivery fee of $5. Customers must order a minimum of two kits, with delivery available Wednesday to Saturday. The ranges are also available to purchase in-store and through the retailer’s grocery ecommerce service, PC Express.

Source: Loblaw

Consumers seeking inspiration and meal ideas

The retailer previously offered a range of meal kits in-store under its ‘From Our Chefs’ brand, but this is the first time that it has offered them through a dedicated delivery service. This is a great time for the launch given the stay-at-home mandates and shoppers seeking inspiration around recipes and meal ideas. The ease and convenience of meal kits also makes them a great family activity.

PC Insiders Project

Last month, the retailer temporarily unlocked the exclusive content site that it has developed for members of its PC Insiders initiative. The PC Insiders Project contains exclusive food related content including shows, articles, podcasts, how-to-videos and favourite recipes. It also includes a new series featuring exclusive videos from Canada’s top chefs, made from their home kitchens, on their phones.

COVID-19 creating a new opportunity for meal kits

Meal kits soared to popularity in 2018, with many specialist companies offering dedicated subscription services. However, over time several retailers developed their own ranges, or acquired meal kit companies, leading to the kits being made available in-store. This provided customers with more flexibility than subscription-based services. Several companies have reported a resurgence in interest in meal kits over recent weeks, including US-based Kroger which acquired the Home Chef business. It is currently running at full capacity to meet demand. Specialist companies have also benefitted as consumers looked to digital alternatives to visiting stores.

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