Move over, Blue Apron. To compete with the growing meal kit delivery trend, Parsippany-based Kings Food Markets is launching its own line.
The initial roll-out, expected over the next couple weeks, has four meals: asparagus risotto with lemon, oregano and parmesan; ginger beef lettuce wraps and noodles with sesame and radish; chili lime shrimp tacos with avocado crema and cucumber salsa; and chicken kebab over saffron-barberry rice with sugar snap peas and Vidalia onions.
“When meal kits originally were innovated and developed, some grocers saw it as competitive, pulling people to not have to come into the store. But we look at it as a meal solution,” said Kings Chief Merchandising Officer Stephen Corradini. “People come into the store with a variety of intentions. Whether it’s a full shop on the weekend or a quick meal, we feel the meal kits provide another choice for the folks who know they want to cook dinner but don’t have the time to plan or haven’t had a chance to look up a recipe.”
Ingredients are sourced locally and prepped in-store. They come in a compostable bowl, serving two people for $20 or two kits for $35.
Delivery will be available through InstaCart, and the meal kits will also be available in store.
“There’s a real opportunity for people to come into the grocery store. Whether they need something for their kid’s lunches or a bottle of wine, or they ran out of milk or need a dessert to go with their meal kit, [these are] things that the mail order meal kits don’t allow for,” Corradini said.
Larger stores might ramp up to six offerings, though Corradini said the brand is starting with four to offer options suitable to most anyone (one chicken, one beef, one shrimp and one vegetarian) while avoiding option paralysis.
New meal choices will roll out seasonally.