Albertsons plots Plated meal kits expansion

Date : 06 April 2018

We look at Albertsons’ plans to expand the distribution of Plated branded meal kits following the launch of small store test earlier this year.

Optimising its acquisition of Plated

Albertsons acquired Plated, one of the leading meal kit companies in the US, last year. At the time of the deal, the retailer stated that the vision was to create a multi-channel offering. This would include the traditional subscription-based service which the Plated model was developed on, making them available through Albertsons’ grocery ecommerce service and for pickup in store.

 

Source: IGD Research

Builds on 40 store test in Northern California and Chicago

Earlier this year, the kits were introduced into 20 Safeway stores in Northern California and 20 Jewel-Osco stores in the Chicago area. Over the next few months, the company plans to make the meal kits available in hundreds of stores nationally including through its Vons, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market and Haggen banners. Since launching over five years ago, the Plated range has grown into more than 2,000 recipes. In-store choices will rotate seasonally to provide customers with variety throughout the year.

Sharp in-store execution

We visited one of the stores in Northern California last month to review the in-store execution. The range was located close to the store entrance in a dedicated chilled unit. The Plated brand was widely promoted, with the in-store messaging also focusing on what’s included within the kit. The transparent packaging also enables customers to view the various components.

Source: IGD Research

Growing focus for US grocers

The popularity of meal kits has grown significantly over the last year in the US, with most major retailers launching either branded or private brand options. These include Walmart, Kroger and Publix. Ahold Delhaize partnered with Conagra Brands to develop a range for its Peapod grocery ecommerce service. One of the leading companies in this subscription-based space, Blue Apron, announced that it would start selling its kits in stores later this year.

Source: IGD Research

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Stewart Samuel, Program Director, IGD Canada: based in Canada, Stewart heads up all of IGD's research and coverage on Albertsons. He is also responsible for shaping IGD's research program across North America. Contact Stewart at [email protected] for further insight on the region's markets, channels and retailers. Follow Stewart on Twitter: @Stewart_IGD