Whole Foods Sells Purple Carrot Meal Kits

Purple Carrot, the Boston-based vegan meal kit delivery company, has begun to roll out its kits in North Atlantic Whole Foods Market stores, beginning with the grocer’s Dedham, Mass., location.

Currently, customers may choose from three kits: Mongolian Seitan Stir Fry, Pan Seared Tofu and Black Rice Noodles, and Cashew Korma with Cauliflower Rice, each one available for $19.99, The Boston Globe reported. The cost, slightly lower than if the meals were delivered, as they don't include a shipping fee, equates to about $10 per person, similar to kits from other services such as Blue Apron and HelloFresh.

Purple Carrot CEO Andy Levitt hopes that the lower cost will persuade people to try and subscribe to the delivery service, which includes such other dishes as Sweet Potato Lasagna with Tofu Ricotta, South Indian-Style Curry with Butternut Squash and Eggplant, and Kale Caesar with Spiced Garbanzo Beans and Naan. Kits ordered through the service incorporate all of the raw, pre-measured ingredients needed to cook the plant-based meals.

While the partnership appears to be a fit for two companies on a mission to bring more “plant-based meals to the masses,” it also could serve as “low-cost R&D” before Austin, Texas-based Whole Foods decides to develop its own kit service. This would follow other grocers, including Giant Food of Landover, Md., which has introduced kits in eight greater Washington, D.C., stores, and Seattle-based e-commerce giant Amazon.com, which has added exclusive kits under the Tastemaker brand in partnership with Tyson Foods, based in Springdale, Ark.