Southern California grocer Gelson’s Markets has partnered with meal kit company Chef’d to expand distribution of its kits into brick-and-mortar retail.
The retailer will offer kits from the El Segundo, Calif.-based service at its Valley Village/North Hollywood store on Laurel Canyon Boulevard in Los Angeles, with plans to expand into other locations across the retailer’s Southern California store portfolio. The meal kits’ debut in supermarkets marks a first step in extending its footprint beyond ecommerce in an effort to meet Chef’d patrons where they shop.
Chef’d meal kits will retail in a dedicated cooler end cap in the produce department, and comprise 12 easy-to-prepare recipes, including Maple Glazed Pork Chops, Indian Beef Short Rib Tacos and Cajun Chicken Pasta, each retailing for $24.99. Each kit will include all of the ingredients necessary to make dinner for two, including premium proteins, farm-fresh produce and crisp herbs, all additive- and preservative-free, and 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 and CEO Rob McDougall.
Chef’d offers consumers the opportunity to choose and reorder from 1,000-plus ready-to-cook meals at any time without subscriptions or membership fees. It partners with notable chefs, culinary personalities and trusted brands such as Fabio Viviani, Robert Irvine, The New York Times Cooking, Atkins and the James Beard Foundation to offer solutions for breakfast, lunch, dinner and dessert.