Debuts Customizable Meal Planning

Online grocer has launched Meal Planning by Relay Foods, a free service enabling customers to create a personalized menu of healthy meals and conveniently shop for ingredients.

Customers can plan, customize and shop for a week's worth of meals in under 15 minutes with three integrated tools: a weekly seasonal meal plan devised by a registered dietitian, a large collection of a la carte dishes classified by dietary preference, and the's Cook It! Chrome extension, which turns recipes from around the web into ready-to-shop dishes. Most main dishes cost between $4 and $8 per serving.

"We challenged ourselves to build the most flexible start-to-finish meal-planning service on the market today by focusing on one key element – putting the shopper in the driver's seat," noted Zach Buckner, founder and CEO of Charlottesville, Va.-based "By combining the inspiration of weekly plans with the flexibility of the Cook It! tool, we make it easy for customers to quickly build plans completely tailored to their schedules, budgets and tastes. This combination of simplicity, personalization and seamless delivery of ingredients is unprecedented in both online and in-store grocery shopping history."

Meal Planning by Relay Foods is fully integrated with the usual shopping experience offered on the e-grocer's website, so customers can still buy individual products to augment their weekly needs.

"To build this product, we let our customers guide us," explained SVP of New Products Graham Evans. "Their voices were perfectly clear: Make it simple for me to get good food on the table, but give me total flexibility with the dishes and what I order. So we did."

With the new service, once a customer adds a dish to her cart, she can tailor the number of servings; change any ingredient according to diet, taste and allergies; and take out any ingredients she already has on hand. Smart ingredient de-duplication is designed to prevent customers from ordering more ingredients than they need for their weekly cooking plans. delivers to customers across much of Virginia and the Washington, D.C., and Baltimore metro areas.

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