Supermarket chain Kroger has expanded its Home Chef retail meal kits to 500 additional stores across the US.
Kroger also launched a customisable meal kit feature for online orders on homechef.com. Called Customize It, this new feature allows consumers to change and upgrade recipe ingredients in their meal kits.
Customize It offers more menu choices to customers such as no-cook five-minute meals and smoothies.
In June last year, the supermarket acquired Home Chef for $200m and merged the company into its operations.
The weekly rotating in-store meal kits were revealed last year in select locations, and limited market testing began for the new Home Chef Express kit.
Kroger merchandising senior vice-president Robert Clark said: “Kroger continues to redefine the customer experience and provide new ways to shop for, prep and cook meals through exciting brick-and-mortar and digital experiences.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below formBy GlobalData
“Last October, Kroger introduced Home Chef retail meal kits, and we’re now expanding to add the easy-to-prepare recipes to hundreds of new locations, providing convenient access to the meal solution at more than 700 stores.
“We look forward to the continued growth of Home Chef in 2019 through expansion and new products.”
Kroger is offering its meal kits for pickup and delivery at participating locations.