Meat+Poultry - December 2017 - 38

MERCHANDISING

2017

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BY LY N N P E T R A K | m e a t p o u l t r y @ s o s l a n d.c o m

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MEAT+ POULTRY | 12.17 | www.meatpoultry.com

barely make a tuna fish sandwich out of a can," remarks
industry analyst Burt Flickinger, managing partner of
Strategic Resource Group, New York. Flickinger says that
the dearth of cooking instruction, with an ironic uptick in
interest in gourmet foods, is a perfect storm for meal kits.
Meal kits with animal-based proteins are also appealing
to today's consumers, including younger buyers. "They
love protein, especially high-efficient protein like red meat
and poultry," says Flickinger, adding that meat and poultry
industry campaigns, funded by the respective checkoff and
investments, have been impactful in generating interest in
using lean proteins in meals that can be easily assembled
and prepared.

THE STATE OF DELIVERY SERVICES
Subscription companies that largely propelled contemporary
meal kits into consumer consciousness continue to shake up
the food sector as this year comes to a close. Major delivery
companies like Blue Apron, Chef'd, HelloFresh, Plated and
Home Chef have carved out their own identity and customer
base for their offerings that are sent to customers' doorsteps.
Other retail giants have gotten into the meal kit delivery
game in the past year. Amazon has put not just a toe but
a whole limb into the business with AmazonFresh, with
its acquisition of Whole Foods and its collaboration with
Tyson Foods on Tyson Taste Makers. Amazon filed for
a trademark application for meal kits this past summer,
planning to incorporate meat, poultry, seafood, vegetables,

Martha & Marley Spoon

ust like meal kits are comprised of a little of this and
a little of that, with preparation up to the owner, the
success of the meal kit category hinges on the carefully
measured, proper combination of ingredients with a careful
eye on doing it right.
At the beginning of 2017, subscription meal kits - most of
them featuring meat as a key ingredient -- got a lot of buzz.
By the end of the year, some of the bloom is off that rose,
as delivery companies grapple with subscriber concerns
about packaging and contend with value-seeking consumers
seeking better deals. As 2018 rolls around, more retailers,
including big players like Albertsons, are getting into the
meal kit business, leveraging their existing inventory of
ingredients, expertise and connection with shoppers to get
their piece of the meal kit market.
However the cross-channel category shakes out - with
sales at brick and mortar stores, through third-party delivery
services, e-commerce on meat and poultry company
websites, carryout from restaurants or, most likely, all of the
above - it's clear that the assembly paradigm is a strong one.
The market research firm Packaged Facts pegs the market
for meal kits at $5 billion.
Others agree that there is a definite interest in and
arguably a need for meal kits in one form or other, due to the
preferences and behaviors of today's shoppers. "One of the
great merchants I know recently said that the grandparents'
generation would make tuna casserole, the parents'
generation would make tuna salad and this generation can
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