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The Dallas Morning News reports that "AmazonFresh is adding Martha Stewart's Martha & Marley Spoon meal kits to its online grocery shopping service in four cities," including Dallas, New York, San Francisco and Philadelphia.

"Meal-kit services have attracted a lot of competition, but this partnership is putting a new twist on it," the story says. "Same-day shipping of the meal kits will be available via AmazonFresh's delivery service. The typical meal-kit subscription program ships food for two or three recipes and requires orders be placed a week in advance.

Fortune writes, "One key way that Martha & Marley Spoon's tie-in with AmazonFresh will help it stand out from rival offerings is that it allows a customer to order a meal kit without having to commit to several nights of meals that are ordered a week in advance. That's a big differentiating point as many meal kits require a weekly subscription commitment. Some consumers say they've canceled a meal kit service because they felt that the weekly commitment was too restrictive."

The Fortune story also provides the following context: "There are more than 150 meal delivery kit services in the U.S. today - including Blue Apron, HelloFresh and Plated - all targeting a slim group of Americans that have tried those kits and all trying to get more Americans to try the service. Meal kits are essentially aiming to 'disrupt' two industries: grocery stores and restaurants. They are more convenient and introduce consumers to new ingredients, but are also criticized for excessive packaging and being too costly."
KC's View:
Very smart idea, I think. We know that Blue Apron is conducting a test with Whole Foods, and so it makes sense for Amazon Fresh to create its own alliance. The brand has equity because of Stewart's name, and making the kits more easily accessible should be a win-win for both sides.