Meal kit startup wins first grocery partner

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Meal kit startup wins first grocery partner

By Gina Acosta - 08/30/2017

Chef'd, a first-of-its-kind meal kit marketplace, is partnering with Gelson's Markets in a strategic push to expand distribution into retail. 

California-based Gelson's, which has 28 locations, will now offer the Chef'd meal kits at the Gelson's Valley Village/North Hollywood store on Laurel Canyon Blvd., with plans to expand into other locations across the retailer's Southern California store portfolio.

Chef'd's debut at supermarket retail marks a first step in extending its footprint beyond e-commerce into brick-and-mortar stores in an effort to meet consumers everywhere they shop for food.

Chef'd, which delivers hundreds of thousands of meals a month, is not a subscription business, meaning consumers can order whenever they want and from a wide selection of over 1,000 breakfasts, lunches and dinners.

Gelson's shoppers will find the Chef'd meal kits in a dedicated cooler end-cap in the produce department. The meal kits will feature a variety of 12 easy-to-prepare Chef'd recipes, such as Maple Glazed Pork Chops, Indian Beef Short Rib Tacos, and Cajun Chicken Pasta and will be priced at $24.99. Each meal kit includes everything shoppers need to make dinner for two, with premium proteins, farm-fresh produce and crisp herbs. All meals are additive- and preservative-free, and ingredients are never frozen.

"This is a brand-resonant partnership for Gelson's, which has always strived to offer only the very best, freshest produce and quality meats to our customers for more than 65 years," said Gelson's President & CEO Rob McDougall. "In an era when everyone is busier than ever, we are excited to build on our long commitment to exceptional customer service by delivering even more convenience to Customers through this affiliation with Chef'd."

Chef'd CEO Kyle Ransford praised the partnership with Gelson's, saying, "Meal Kits have exploded in popularity, with the remarkable growth of Chef'd and other companies online. Still, most people do the vast majority of their food shopping in grocery stores. Gelson's shoppers will now be able to grab ready-to-cook meals in a signature Chef'd box, right at the grocery store."

In a competitive market, Chef'd continues to stand out from other meal kit companies through unprecedented flexibility, customization and convenience. Chef'd offers consumers the opportunity to choose and reorder from more than 1,000 ready-to-cook meals at any given time without the hassle and cost of subscriptions or membership fees. Chef'd partners with notable chefs, culinary personalities and trusted brands like Fabio Viviani, Robert Irvine, The New York Times Cooking, Atkins, and the James Beard Foundation to offer meal solutions spanning breakfast, lunch, dinner and dessert.

Headquartered in El Segundo, Calif., Chef'd is an e-commerce meal marketplace that partners with celebrated chefs, media outlets and culinary influencers to offer thousands of meal solutions that make it easy for anyone to cook high-quality meals at home. Launched in late April 2015, Chef'd was created to help consumers rethink the home-cooked meal by offering fresh, pre-portioned ingredients that aim to eliminate food waste and in turn cut consumer grocery costs, all without the hassle of subscription or membership fees.