retail news in context, analysis with attitude

Ahold-owned Giant Food Stores, based in Carlisle, Pennsylvania, announced yesterday that it is launching a "new fresh meal kit program at its Camp Hill and Hampden Township stores. Available in the Deli or Prepared Foods departments, each kit features pre-measured fresh ingredients to make two servings of the selected meal as well as step by step instructions."

The company said that "the cost for one kit, which serves two people, is $14.99 and two kits to serve four people is $24.99. In addition to being available at the Camp Hill and Hampden Township stores, Peapod customers in the Harrisburg, PA and Jersey City, NJ areas can also order the kits for delivery. The fresh meal kits will debut in an additional ten GIANT stores in the greater Philadelphia area in late January 2016."
KC's View:
Interestingly, Entrepreneur is out with a story saying that while "home delivery of freshly prepared meals, meal kits and provisions took off in 2015, with dozens of new ventures kicking into gear, each with its own spin on convenient, healthful food," the industry should "get ready for a shakeout in 2016: Too many concepts supported by too little market research have been funded with too much money."

Even if this is true, I think there is plenty of room for companies that bring differentiated alternatives to the consumer, occupying specific niches that make them relevant to a specific customer base. Me-too offerings likely will proliferate, but they'll fail ... as they should.