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Vice Media, a millennial-oriented multi-platform company with digital and broadcast interests, now is getting into the meal kit business.

Vice has "unveiled a new line of delivered meal kits named after the media startup's Munchies food vertical," Fortune reports. "Starting today, customers can go to the Munchies website to order Vice-branded meal kits, similar to services like Blue Apron only with recipes developed by Toronto chef Matty Matheson, the star of the Viceland cable TV network's Dead Set on Life culinary travel show."

The kits include ingredients and preparation instructions, as well as the ability to go online and watch instructional videos hosted by Matheson.

The story notes that "unlike subscription-based services like Blue Apron, though, Munchies meal kits are available as one-off purchases, with meals sold for as little as $19 for a two-person meal or up to $46 for a four-person meal. There is also a $10 delivery charge per order, unless the meal exceeds $40, in which case delivery is free.

"Vice's new service is part of a partnership with meal kit company Chef'd, and customers can find Munchies meal kits for sale on the Chef'd website, alongside meal kits from companies like Weight Watchers and The New York Times. In fact, Vice is essentially following in the Times' footsteps as it becomes only the latest large media company to make the push into meal kit sales."
KC's View:
This isn't always a natural fit, except when the media company can draw a direct link between its editorial approach and the philosophy behind the meal kit business. It sounds like that's what Vice is trying to do ... success is not assured, but there's no reason to think that they can't make this work.