Amazon jumps ahead of grocery chains on meal kits
By introducing this service, Amazon is taking on not only traditional grocery stores but also independent meal kit providers such as Blue Apron, the popular meal kit company that is expected to go public this year.
Most of the major grocery chains, such as Kroger, Publix and Wegmans, still don't offer meal kit services despite their skyrocketing popularity and the opportunity for growth.
The Martha Stewart meal kits are available to Amazon Prime members through AmazonFresh and include some of Stewart's favorite recipes broken down into six steps with pre-portioned seasonal ingredients to cook a meal for two. , Amazon customers don't have to commit to a certain number of meals or order a week in advance, which is what most of the meal kit subscription services require.
“I am pleased to collaborate with the most innovative retailer, Amazon, to bring better weeknight cooking solutions to all customers,” Martha Stewart said in a press release. “It is so important to cook wholesome, delicious, healthy dinners, and I believe people will enjoy the nutritious and seasonal recipes offered by Martha & Marley Spoon, coupled with the flexibility and convenience of AmazonFresh.”
According to the Cincinnati Business Journal, consumer spending through meal services soared 311 percent in 2015 compared with the prior year, according to Atlanta-based credit and debit card spending analysis firm Cardlytics. Its study showed that meal-kit users spend 6 percent less at supermarkets than they did before using the services. And market research firm Packaged Facts estimates meal kit services generated $1.5 billion in sales last year.