After acquiring meal-kit provider Home Chef last year, Kroger is now rolling out Home Chef meal kits to 500 additional stores across the United States.
The Cincinnati, Ohio, U.S.A.-based operator of 2,800 stores also announced that HomeChef.com launched a customizable meal-kit feature for online orders, allowing customers to have more flexibility.
Customizable meals include a Baja Shrimp Bowl and other seafood options. The “Customize It” feature empowers customers to personalize some of their favorite recipes.
“Customers can now swap, double, or upgrade ingredients on many of their favorite recipes,” Kroger and Home Chef said in a statement.
Home Chef meal kits are now sold at more than 700 Kroger stores. The menu rotates weekly and includes Home Chef Express meal kits that can be prepared in 15 minutes or less.
Each meal kit is designed to serve two and starts at USD 8.50 (EUR 7.49) per serving.
The customizable feature is the first among leading meal-kit brands, Kroger said in a statement.
"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," said Robert Clark, Kroger's senior vice president of merchandising.
Cook said Home Chef will expand and add new products in 2019.
Last October, Kroger rolled out Home Chef retail meal kits, after acquiring the meal-kit provider in May.
Home Chef retail meal kits are currently available in Kroger stores across multiple markets, including Illinois (Mariano's), Kentucky (Kroger), Michigan (Kroger), Ohio (Kroger, Cincinnati), and Wisconsin (Pick 'n Save and Metro Market). By the end of February, customers can purchase Home Chef retail meal kits in the existing markets and in Fry's and Smith’s in Arizona; Ralphs in California; King Soopers in Colorado; as well as Smith’s, Kroger, Fred Meyer, and QFC stores in several different states.
Kroger did not respond a request from SeafoodSource for comment.
