Supermarket Perimeter - February 2020 - 10

A market differentiator

WINNING CHEF ON KITS
Online grocery leader Peapod has teamed with a James Beard
Foundation Award-winning chef for a line of meal kits.
The collaboration between Peapod and Stephanie Izard began this summer with two meal kits inspired by some of Izard's favorite dishes. More
dishes are planned for the fall.
Izard, the first woman to win Bravo's "Top Chef" competition, runs several critically acclaimed restaurants in Chicago: Girl & the Goat, Little
Goat, Duck Duck Goat and Cabra.
The first two kits are Yucatan Fish Tacos and Belize Grilled Chicken
Sandwich. Coming this fall are  Roasted Asian Chicken Thighs
and Hong Kong Slow Cooked Short Ribs.
"As a mom and business owner, I understand how life can just get busy!
But that shouldn't take away your chance for a tasty dinner," Izard
says. "I'm excited to partner with Peapod to make some of my favorite
recipes easy to cook at home."
The kits come in serving sizes of four, starting around $6 per serving.
All kits feature pre-measured, pre-cut, and pre-washed fresh ingredients that can be added to customers' shopping carts along with other
grocery essentials.

10 - FEBRUARY 2020

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A wider net
Also new for Kroger, the retailer and Chicago-based
Home Chef have expanded meal kit service to additional
cities, bringing the weekly rotating meal solutions to 500
additional Kroger Family of Stores across the country.
In addition, homechef.com has launched a customizable meal kit feature for online orders, allowing customers to have more flexibility in deciding what's for dinner
by providing the choice to change and upgrade recipe
ingredients. The feature-the first among leading meal
kit brands-offers unprecedented variety for customers.
"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," says Robert Clark, Kroger's senior vice
president of merchandising. "In October 2018, 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

PEAPOD, KROGER

PEAPOD TEAMS WITH AWARD-

Fresh perimeter foods - and meal solutions in particular
- will play a critical role in Kroger's future, according to
the company. Management highlighted the company's
fresh food offerings as a "differentiating strength" for the
retailer in 2020.
"Our fresh departments drive trips, loyalty and gross
margin, and they're a true differentiator," says Joseph
Grieshaber, senior vice-president of merchandising. "Our
product standards, selection criteria and supply chain
are core strengths and are built to deliver first-to-market
and best-in-the-season fresh products across the United
States. Customers tell us they choose the store they
shop based on nine key categories, and they're all fresh.
Produce, meat and dairy lead that list.
"Dinner tonight is the top reason customers go to the
store on any given day, but replenishing produce, meat
and seafood quickly follows. And finally, as we look at
advertising testing, we see a clear pattern where spots
that focus on fresh score more strongly on key customer
measures, including likelihood to shop and brand love."
One of two top fresh food initiatives being undertaken by Kroger is enhancing meal solution options. Fresh
meal concepts are seen as a point of differentiation by
management.
"We are growing our meal kits, ready-to-cook and
ready-to-heat assortment," Grieshaber says. "In 2019, we
expanded the Home Chef assortment from 725 stores to
over 2,000 stores today, and we have expanded beyond
the original meal kits to include oven-ready kits, readyto-heat sides and entrees. We are seeing double-digit
growth in fresh meals and expect that momentum to
continue in 2020."


http://www.homechef.com http://www.supermarketperimeter.com

Supermarket Perimeter - February 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - February 2020

Supermarket Perimeter - February 2020
Editor's Note - Meat fights back
Contents
The wire
Meal matters
Building trust
Bakery - Europain 2020
Bakery - Sourdough
Deli - Soups
Deli - Asian Cuisine
Meat & Poultry - Packaging
Meat & Poultry - Grass-fed
Produce - Snacks
Produce - Berries
Seafood - Sustainability
Food Safety - Instore bakeries
Commissary Insider
Classifieds
Ad index
Fresh takes
Supermarket Perimeter - February 2020 - Supermarket Perimeter - February 2020
Supermarket Perimeter - February 2020 - BB - 1
Supermarket Perimeter - February 2020 - BB - 2
Supermarket Perimeter - February 2020 - Supermarket Perimeter - February 2020
Supermarket Perimeter - February 2020 - 2
Supermarket Perimeter - February 2020 - Editor's Note - Meat fights back
Supermarket Perimeter - February 2020 - Contents
Supermarket Perimeter - February 2020 - 5
Supermarket Perimeter - February 2020 - The wire
Supermarket Perimeter - February 2020 - 7
Supermarket Perimeter - February 2020 - Meal matters
Supermarket Perimeter - February 2020 - 9
Supermarket Perimeter - February 2020 - 10
Supermarket Perimeter - February 2020 - 11
Supermarket Perimeter - February 2020 - 12
Supermarket Perimeter - February 2020 - 13
Supermarket Perimeter - February 2020 - Building trust
Supermarket Perimeter - February 2020 - 15
Supermarket Perimeter - February 2020 - 16
Supermarket Perimeter - February 2020 - 17
Supermarket Perimeter - February 2020 - 18
Supermarket Perimeter - February 2020 - 19
Supermarket Perimeter - February 2020 - Bakery - Europain 2020
Supermarket Perimeter - February 2020 - 21
Supermarket Perimeter - February 2020 - 22
Supermarket Perimeter - February 2020 - 23
Supermarket Perimeter - February 2020 - Bakery - Sourdough
Supermarket Perimeter - February 2020 - 25
Supermarket Perimeter - February 2020 - 26
Supermarket Perimeter - February 2020 - 27
Supermarket Perimeter - February 2020 - Deli - Soups
Supermarket Perimeter - February 2020 - 29
Supermarket Perimeter - February 2020 - 30
Supermarket Perimeter - February 2020 - 31
Supermarket Perimeter - February 2020 - Deli - Asian Cuisine
Supermarket Perimeter - February 2020 - 33
Supermarket Perimeter - February 2020 - 34
Supermarket Perimeter - February 2020 - 35
Supermarket Perimeter - February 2020 - Meat & Poultry - Packaging
Supermarket Perimeter - February 2020 - 37
Supermarket Perimeter - February 2020 - 38
Supermarket Perimeter - February 2020 - 39
Supermarket Perimeter - February 2020 - 40
Supermarket Perimeter - February 2020 - 41
Supermarket Perimeter - February 2020 - Meat & Poultry - Grass-fed
Supermarket Perimeter - February 2020 - 43
Supermarket Perimeter - February 2020 - 44
Supermarket Perimeter - February 2020 - 45
Supermarket Perimeter - February 2020 - Produce - Snacks
Supermarket Perimeter - February 2020 - 47
Supermarket Perimeter - February 2020 - 48
Supermarket Perimeter - February 2020 - 49
Supermarket Perimeter - February 2020 - Produce - Berries
Supermarket Perimeter - February 2020 - 51
Supermarket Perimeter - February 2020 - 52
Supermarket Perimeter - February 2020 - 53
Supermarket Perimeter - February 2020 - Seafood - Sustainability
Supermarket Perimeter - February 2020 - 55
Supermarket Perimeter - February 2020 - 56
Supermarket Perimeter - February 2020 - 57
Supermarket Perimeter - February 2020 - Food Safety - Instore bakeries
Supermarket Perimeter - February 2020 - 59
Supermarket Perimeter - February 2020 - 60
Supermarket Perimeter - February 2020 - 61
Supermarket Perimeter - February 2020 - 62
Supermarket Perimeter - February 2020 - Commissary Insider
Supermarket Perimeter - February 2020 - 64
Supermarket Perimeter - February 2020 - 65
Supermarket Perimeter - February 2020 - 66
Supermarket Perimeter - February 2020 - 67
Supermarket Perimeter - February 2020 - 68
Supermarket Perimeter - February 2020 - 69
Supermarket Perimeter - February 2020 - 70
Supermarket Perimeter - February 2020 - 71
Supermarket Perimeter - February 2020 - Classifieds
Supermarket Perimeter - February 2020 - Ad index
Supermarket Perimeter - February 2020 - Fresh takes
Supermarket Perimeter - February 2020 - 75
Supermarket Perimeter - February 2020 - 76
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