retail news in context, analysis with attitude

Albertsons announced yesterday that it will expand its Plated meal kit business to hundreds of its stores “around the country as the brand rolls out its expansive offering across channels to meet customers wherever, whenever and however they choose to shop. As of today, Plated is already available in 40 grocery stores in two major markets.”

“By the end of 2018,” the company said, “it is expected Albertsons Cos. customers will be able to enjoy this unprecedented level of culinary convenience at select Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, and Haggen locations … The new retail offering debuts with a collection of six meal kits representing some of Plated’s customer favorites.”

“We are excited to have Plated meal kits in our stores. Plated’s culinary expertise allows us to offer customers, premium-quality, chef-designed recipes for amazing meals they can prepare at home,” said Pat Brown, Group Vice President, Merchandising and Strategic Initiatives, Albertsons Cos. “Plated is not just a meal kit, it’s a culinary experience.”

Josh Hix, co-founder/CEO of Plated, said that “since partnering with Albertsons Companies last year, we’ve accelerated our growth and are thrilled to bring an elevated culinary experience to more people in more ways … Since less than 20% of American consumers have tried a meal kit, there’s tremendous opportunity for us to make it easy for many more people to cook recipes they’ll love at home.”
KC's View:
Smart move by Albertsons … though utterly predictable since it acquired Plated, because what’s the sense of owning the thing if you’re not going to use your stores to leverage the asset?

Keep in mind that Blue Apron also wants to be in stores, but will be a vendor rather than a partner because it is an independent company. (I guess they won’t have to make any sales calls at Albertsons-owned companies.)