The Kroger Co. has begun rolling out Home Chef meal kits in select markets, and is debuting Home Chef Express, a line extension of quick-cook meal kits in a limited market test. Both options are intended to provide an easy-prep, on-demand solution for busy shoppers' dinner tables, with each meal serving two and starting at $8.50 per serving.
The Home Chef kits will be available first at select Mariano's stores in Illinois and select Metro Market and Pick 'n Save stores in Wisconsin. The Home Chef Express kits will be tested at select Kroger stores in Kentucky and Michigan. Both lines will be available in Cincinnati Kroger stores, and then expand to new markets in 2019.
"We're taking a test-and-learn approach to our in-store offerings," a Home Chef representative told Progressive Grocer. "Our goal is to test different meal solutions to make sure we have the right mix of products to meet our customers’ needs."
Containing the same fresh portioned ingredients and easy-prep recipes as their online-order counterparts, the Home Chef meals will retail in sets of four varieties that will rotate every week. For instance, the week of Oct. 8 will feature Brasserie-Style Sirloin Steak, Breaded Italian Chicken, Blue Cheese and Smoked Almond Pork Chop, and Adobo Chicken Enchiladas, while the following week will feature Steak Strip Marsala Risotto, Chicken Chimichangas, Chimichurri Pork Tenderloin, and Prosciutto and Sage Linguine. The same recipes will also be available through HomeChef.com, among an even wider variety from which online shoppers may choose.
The Home Chef Express kits will retail in a similar manner. Able to go from fridge to table in 15 minutes or less, the kit lineup will consist of Acapulco Steak Tacos, Mongolian Meatballs, Chicken Alfredo and Honey Butter Pork Chop during the week of Oct. 8, while the following week will be Steak Stroganoff, Chicken Fajitas, Pork Spring Roll Bowl and Beef Chili.