According to Dublin-based Research and Markets’ Meal Kit Global Market Report 2022, the global meal kit market was set to reach $13.50 billion in 2022 at a compound annual growth rate (CAGR) of 20.64% from 2021, and it is expected to reach $23.23 billion at a CAGR of 14.54% in 2026.

West Des Moines, Iowa-based Hy-Vee puts consumer convenience first in its meal kit design.

From the product to the packaging, the Hy-Vee team asks itself how the consumer experience can be made better.

Brandon Williams headshotBrandon Williams | Source: Hy-Vee

Brandon Williams, vice president of bakery, food service, coffee for Hy-Vee, said that packaging is one of the things that sets the company’s meal kits apart from the rest.

“Hy-Vee’s goal is to make our meal kits as convenient as possible for our customer,” Williams said. “Our meal kits come in one Hy-Vee box with everything included for their meal. If a side requires heating, it will come in a pan, which allows the customer to either bake or microwave the side. Hy-Vee provides customers with a convenient roasting pan for any of our protein options. All items come conveniently secured and packaged, which allows the food item to be served directly and with ease.”

In a Q&A, Williams shared his experience when it comes to creating the company’s top-selling products along with tips for store managers.

How much of the meal kit does Hy-Vee make instore, and how much of the product comes from a supplier?

Hy-Vee is very selective with our partnerships so that we provide the best quality, fully cooked protein options for customers. Our remaining food options are a combination of our Fresh Hy-Vee Commissary and store-made options prepared and packaged at the store. Our team also utilizes our fresh bakery for pies and rolls as well.

What makes a supplier great to partner with?

There are many attributes that make a supplier great to work with. First, we look for constant and up-front communication. Building strong communication is key for any partnership to succeed. During peak selling times, every second counts, and we look to our partners to help us take care of our stores and our customers.

Many of our suppliers go the extra mile to support our program every year. These established relationships have allowed us to work through supply chain issues and has been the key to success in keeping our stores stocked. Hy-Vee has an amazing sourcing team that works to build successful relationships with our partners.

How can suppliers best support retailers when it comes to promoting their products?

This comes back to communication is key with our suppliers. Hy-Vee only partners with companies that we know provide amazing quality products. We do not believe in cutting corners. Hy-Vee strives to provide the best possible products at a great price for our customers.

What are Hy-Vee’s best-selling meal kits?

Our best-selling meat kits vary depending on the season. However, our top selling meal kits are usually whole turkeys, turkey breast, spiral hams and prime rib. One of the reasons our meal kits sell so well is we are able to meet and exceed customer meal kit needs. We have various sizes in our meal kit options that can feed two to 12-plus customers. We also have a variety of options for our sides, rolls and desserts that our customers can choose from.

Are there any new meal kits that Hy-Vee is excited about?

Hy-Vee recently launched a brunch meal pack. Our customers are now able to build their own fabulous brunch with many delicious options including quiche, bacon, sausage, bakery-fresh cinnamon rolls and fresh cut fruit to name a few. Everyone loves brunch, and we’re excited to provide our customers another meal kit option for their family and friends.

Do you have any tips for store managers preparing, stocking and promoting meal kits?

One of the best pieces of advice we can provide store managers with is to get your information to your customers early. Utilize many different communication options including point-of-sale, brochures, flyers and social media. The more ways you can communicate about your product offerings, the better.