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Ahold Delhaize-owned e-grocer Peapod has announced a new collaboration with Mark Bittman, one of the country’s best-known food writers.

Bittman has a new cookbook, “Dinner for Everyone,” offers 100 recipes, with each one “bundling three unique interpretations for home cooks to choose: Easy, Vegan and ‘All Out’.” Now, Peapod is making a number of the recipes available “in shoppable, click-to-cart format as well as an exclusive meal kit, Fast Pho, a Vietnamese inspired dish which features pre-measured, fresh ingredients. The new kit complements Peapod's large selection of meal kits and comes in serving sizes for both two or four.”

"At Peapod we work to simplify grocery shopping, menu planning and meal time," says Spencer Baird, Senior Vice President of Merchandising at Peapod, in a prepared statement. "Meal kits allow us to introduce shoppers to inspired international flavors and dishes without any intimidation as every ingredient is selected and packed ready-to-cook. The partnership with Mark and collaboration on the meal kit is another way we want to support making dinner time enjoyable and approachable for shoppers.”
KC's View:
Very smart of Peapod, I think, since Bittman is one of the best writers around when it comes to food, being both progressive and accessible; he has a great wealth of content that Peapod can access if this relationship works out.

Plus, Bittman has obviously wanted to move beyond just writing as a way to move the needle … he had a short relationship with meal kit company Purple Carrot that didn’t work out. I’m guessing that he ;earned from that experience, and I hope the Peapod deal works out better for everyone.