The New York Times is Teaming Up with Chef'd to Offer New Recipe Kits
Katherine Pendrill — May 6, 2016 — Lifestyle
The New York Times recently announced that it will be teaming up with Chef'd to offer healthy meal kits. With a growing number of consumers turning to subscription services to cut down on meal prep, there is a growing demand for new recipe kit packages. This service combines the vast knowledge of food journalists with fresh ingredients to help consumers enjoy more meals at home.
The new service will allow consumers to order fresh meal kits a la carte or through a pre-set subscription service. Each order will contain all of the necessary ingredients to whip up a quick and healthy meal at home. With more than 17,000 recipes in the Times archives, there is sure to be something to suit every individual's preferences.
While it may seem like an odd move for a newspaper to start a meal kit delivery service, it is actually part of the publication's effort to diversify by engaging with its current audience in a new way. As vice president of brand development, licensing and syndication for the Times Alice Ting Explains, "Our audience spends a lot of time cooking at home, so for us it was a natural area to investigate."
The new service will allow consumers to order fresh meal kits a la carte or through a pre-set subscription service. Each order will contain all of the necessary ingredients to whip up a quick and healthy meal at home. With more than 17,000 recipes in the Times archives, there is sure to be something to suit every individual's preferences.
While it may seem like an odd move for a newspaper to start a meal kit delivery service, it is actually part of the publication's effort to diversify by engaging with its current audience in a new way. As vice president of brand development, licensing and syndication for the Times Alice Ting Explains, "Our audience spends a lot of time cooking at home, so for us it was a natural area to investigate."
Trend Themes
1. Newspaper-branded Meal Kits - Newspapers are leveraging their audience's interest in cooking meals at home by offering branded meal kit subscription services, providing a new revenue stream and diversification opportunities.
2. Healthy Meal Kit Subscription Services - Healthy meal kit subscription services are growing in popularity as consumers look for convenient ways to eat healthy at home, representing a new lucrative market for food and media industries.
3. Food Journalism-based Recipe Kits - Food journalism-based recipe kits are blending culinary expertise with fresh ingredients for a unique meal prep experience, offering disruption opportunities for the food and media industries.
Industry Implications
1. Media - Newspapers partnering with meal kit subscription services provide opportunities for publications to offer their readers a new service while generating new revenue streams.
2. Food - Increasing demand for healthy meal kit subscription services represents a new lucrative market for food companies and start-ups.
3. Logistics - Meal kit delivery services depend on efficient delivery logistics, creating opportunity for logistics companies to provide specialized services and gain new customers.
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