Peapod Partners with Campbell’s, Kraft Heinz, Barilla for Fresh Meal Kits

Ahold Delhaize’s Peapod has partnered with Campbell Soup, Kraft Heinz and Barilla to offer six new meal kit recipes.

The expansion will help CPG brands share in the growth and development of a fast-growing category at Peapod, where new buyers of meal kits grew by 104% last year. Peapod said its meal kits were also well-reviewed by its shoppers, scoring an average rating of 4.4 out of 5.

"As the meal kit space continues to evolve, we see ours as a model that will win big with consumers, delivering not just one meal, but all their grocery needs at once," said Spencer Baird, SVP of merchandising for Skokie, Ill.-based Peapod, in a statement. "Expanding our partnerships with trusted CPG brands such as Campbell's, Kraft Heinz and Barilla is another proof point as we're working together to deliver the variety and convenience our shoppers value."

The company is supporting the launch with a direct-mail campaign offering shoppers a 5% discount on orders of more than $100.

Peapod said the kits were designed to eliminate meal prep time, featuring premeasured, precut and prewashed fresh ingredients, ranging from two to six servings. The new recipes include:

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“We know that our customers enjoy a home-cooked meal, but also value shortcuts to help simplify the cooking process,” Baird said. “By shopping on Peapod, you can complete your weekly grocery shop with all of the essentials and add in a meal kit for a busy [weeknight].”

According to a recent Peapod survey, ready-to-serve and cook mixes are the most valued shortcut among home cooks, with nearly one-third of adults planning to purchase a meal kit in 2018.

Peapod meal kits can be added to a customer’s virtual shopping cart, along with additional grocery and pantry essentials, with no subscription commitment. The company said its delivery method also requires “significantly less packaging compared to other meal kit providers” by eliminating ice packs or other insulation.

Peapod offers online grocery ordering and delivery avaialable on the web, a mobile app and Alexa voice devices. The company has more than 200 pickup locations in 24 metro markets across New York, New Jersey, Connecticut, Rhode Island, Massachusetts, New Hampshire, Illinois, Wisconsin, Indiana, Pennsylvania, Maryland, District of Columbia and Virginia.  

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