H-E-B launches meal kits for Generation Z

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H-E-B launches meal kits for Generation Z

By Gina Acosta - 02/27/2018
The company's Central Market location in San Antonio, Texas, has launched meal kits with such kid-friendly entree choices as spaghetti and meatballs and chicken quesadillas. The kits are priced at $6.99 and feed two kids.

H-E-B has started selling meal kits designed to appeal to and feed only kids.

The company's Central Market location in San Antonio, Texas, has launched meal kits with such kid-friendly entree choices as spaghetti and meatballs and chicken quesadillas. The kits are priced at $6.99 and feed two kids.

The meals come with pre-portioned ingredients and require some cooking.

With sales in the billions, the meal kit industry is inspiring many food retailers to create their own versions of meal kits. Retailers such as H-E-B, Walmart, Kroger, Publix and others have introduced competitor products to subscription-based kits such as Sun Basket, HelloFresh and Blue Apron.

But no other retailer is targeting kids with specific kits designed to appeal to the younger palate. Scrumpt, Nurture Life and some other companies do offer subscription based meal kits for kids, and the "kid meal kit" space seems to be exploding.