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The Wall Street Journal reports that Mayur Gupta, vice president of growth and marketing at Spotify Technology, is joining the prepared-meal subscription startup Freshly as chief marketing officer.

Gupta tells the Journal that one of the things that Freshly will try to do is redefine the meal kit space, saying that there’s been a realization that the business model “isn’t really that convenient.”

But, he says, meal kits can be successful if they focus “on health, price … and data.”
KC's View:
The idea that meal kits work better as a component of a larger marketing approach - whether it be diet-driven or part of a larger retail value proposition - seems to me to be something that will extend and enlarge the segment, not diminish it.