Meal kits are one of the trendy categories that have sprung up during the Covid-19 lockdown. Global restaurants closures and stay-at-home orders have driven consumers to seek new and convenient ways to eat at home. Since the pandemic began, the share of the US population that uses meal kits has risen from 5% to 7%, according to the NPD Group. These are similar patterns to those that have been seen in the UK and Europe.
WHAT ARE MEAL KITS?
A meal kit is a subscription-service food business which sends customers pre-portioned and sometimes partially-prepared food ingredients, along with recipes to prepare home-cooked meals. Subscribers can customize their meal plan settings based on dietary preferences -meat & veggies, veggie and low calories- and the desired number of meals. Here you have three examples:
Profound Kitchen is a Texas-based company that works with farmers to provide consumers with seasonal, high-quality meal kits. Using its network, the company aims to turn local produce into chef-curated meals for people to cook at home. Profound plans to create simple mail-order dishes of sous-vide proteins with sauces or chutneys to go alongside the salad that makes up the meal kit. Video demonstrations and recipe cards will accompany each delivery.
Mr Niland at Home is a selection of cook-at-home meal kits that are prepared each day for customers by the Australian chef Josh Niland. Niland is able to source high-quality, unusual ingredients and curates a daily changing meal menu with dishes such as smoked moonfish brisket and red gurnard. The ingredients come prepared, with simple instructions on how to cook the meal. The meal kits are available to buy on the Fish Butchery website and customers must collect in person at the shop.
Kurami London-based premium offers, which focus on gut health, provide consumers with a full day’s worth of nutritionist-approved meals, snacks and drinks. The brand, which is inspired by the Moari word for treasure “kura”, says it champions self-love and wellness and “exists to make sure you feel great”. The company gives users flexibility, as well as the possibility of tailoring their meal plan. They can sign up for a weekly subscription for anywhere between two and seven-day meal boxes, or simply make once-off orders.
BUT, WHY IS IT SO POPULAR?
Meal kits are so well-received because they’re affordable, convenient and offer the opportunity to make delicious and restaurant-worthy meals right in your own home. They don’t only feed people, but they also teach them how to cook with confidence, allowing the consumer to spend less time worrying, planning, cooking and cleaning and have more quality time with their loved ones.
- Make your offer convenient: ensure your offer brings convenience to the end user. Consider how to make life easier for the customer across all parts of the process.
- Collaborate with experts: partnering with chefs and suppliers can provide credibility.
- Find your niche: build a clear identity to stand out in this crowded market. Determine a clear USP to differentiate your product.
- Educate your consumers: consumers, with time on their hands, are focused on gaining new skills. Encourage them to expand their culinary expertise by providing inspiration.
And you, would you subscribe to the meal kits?
At Pointbleu, we would be delighted to hear from you!