The Kroger Co. announced it has rolled out Home Chef meal kits at select locations in Illinois, Kentucky, Michigan, Ohio and Wisconsin. The meal kits are expected to be introduced in additional markets in 2019.
As part of the roll-out, Kroger said it will offer four Home Chef meal kit options at its stores each week, rotating the menu options from week to week. Additionally, Kroger said it will debut a limited market test of a new Home Chef Express product in Kentucky, Michigan and Ohio. Home Chef Express is a quick-cook meal kit that is ready in about 15 minutes.
Each meal serves two and starts at $8.50 per serving.
“We are excited to introduce Home Chef’s new retail meal kits to our store customers,” said Robert W. Clark, senior vice-president of merchandising at Kroger. “Offering a rotating menu of recipes is one more way we are providing our customers with innovative culinary experiences and choices. The Home Chef meal kits will redefine the way customers shop for, prep and cook their meals.”
Patrick Vihtelic, founder and chief executive officer of Home Chef, added, “We’ve built a strong business helping people plan their meals in advance. We also know there are customers who want the convenience of a Home Chef meal, without having to plan ahead. We’re excited to take this first step in revolutionizing mealtime by bringing Home Chef's signature variety and great-tasting meals directly to Kroger customers. We are also looking forward to introducing our new line of Home Chef Express meal kits that address a major customer need — faster meals.”
Kroger acquired Chicago-based Home Chef earlier this year in a transaction valued at $200 million. Founded in 2013, Home Chef delivers more than 3 million meals to U.S. consumers each month. The company employs approximately 1,000 and operates three distribution centers in Chicago, Atlanta and San Bernardino, Calif. Home Chef said it experienced 150% growth and generated $250 million in revenue in 2017.