Whole Foods Will Now Sell Purple Carrot's Plant-Based Meal Kits in Stores
Katherine Pendrill — October 26, 2016 — Business
References: news.fastcompany & eater
Whole Foods recently announced that it will be teaming up with Purple Carrot’s to sell the subscription service's line of plant-based meal kits. While most meal kit services are delivery-based, Purple Carrot is now making an effort to reach consumers in the grocery store as well.
As part of Purple Carrot's partnership with Whole Foods, customers will be able to purchase plant-based meal kits along with their other groceries. The in-store meal kits will be largely the same as those provided to subscription-paying customers, meaning they will include pre-portioned ingredients and step-by-step cooking instructions. The first meal available will be Mongolian seitan stir fry, with other options being rotated in approximately every three weeks.
The partnership between Purple Carrot and Whole Foods not only helps the brand reach a new type of customer, but it also helps consumers interested in the service test it out before committing.
As part of Purple Carrot's partnership with Whole Foods, customers will be able to purchase plant-based meal kits along with their other groceries. The in-store meal kits will be largely the same as those provided to subscription-paying customers, meaning they will include pre-portioned ingredients and step-by-step cooking instructions. The first meal available will be Mongolian seitan stir fry, with other options being rotated in approximately every three weeks.
The partnership between Purple Carrot and Whole Foods not only helps the brand reach a new type of customer, but it also helps consumers interested in the service test it out before committing.
Trend Themes
1. Plant-based Meal Kits - The trend of selling plant-based meal kits in grocery stores creates opportunities for consumers to access convenient and healthy meal options.
2. In-store Meal Kits - The rise of in-store meal kits allows grocery stores to offer a convenient solution for time-strapped consumers seeking fresh and chef-inspired meals.
3. Partnerships Between Meal Kit Services and Grocery Stores - Collaborations between meal kit services and grocery stores enable both parties to tap into new markets and expand their customer base.
Industry Implications
1. Grocery - The grocery industry can benefit from offering meal kits as a way to attract and retain customers by catering to their desire for convenience and healthier eating options.
2. Food Delivery - The food delivery industry can explore partnerships with grocery stores to expand their market reach and offer a wider range of meal options to customers.
3. Meal Kit Services - Meal kit services can leverage partnerships with grocery stores to increase their visibility, access a broader customer base, and provide a more convenient shopping experience for consumers.
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