Meredith Corp. Teams Up With eMeals

On the heels of Blue Apron's announcement to bring its meal kits to grocery stores to reach more customers, media and marketing company Meredith Corp. has followed suit with its recently revealed partnership with eMeals. 

The goal of the new partnership, according to Meredith Corp. officials, is to "bring editorially curated meal plans to millions of home cooks." It gives subscribers to Allrecipes, "Better Homes and Gardens" and "EatingWell" access to an end-to-end meal planning solution, which includes grocery fulfillment options through retailers such as Kroger and Walmart and delivery services such as Instacart and Shipt.

"We are committed to helping our audience of millions of home cooks get dinner on the table faster, easier, and with more variety," said Andy Wilson, SVP of revenue for Meredith Corp., in a statement. "eMeals is a leader in digital menu planning, and through this partnership, we're giving people a meal kit alternative that greatly simplifies the meal preparation and grocery shopping process."

Users will receive weekly customized meal selections from their preferred brands, and will have the option to select meals they wish to add to their weekly plans, save favorite recipes and generate shopping lists. Once a grocery list is curated, users will have the choice to shop for themselves or skip the grocery store with integrated pickup and delivery options. 

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Users can place their order within the eMeals app for pickup at Walmart Grocery and Kroger ClickList locations, or for same-day home delivery through AmazonFresh and Instacart, and soon, Shipt.

"The magic of these plans is that top-rated, editor-curated recipes from Allrecipes, 'Better Homes and Gardens' and 'EatingWell' are now available in an easy-to-use app that simplifies dinner planning and allows users to optionally send their shopping list to one of our integrated grocery pickup and delivery partners," said Forrest Collier, CEO of eMeals. 

The partnership comes alongside Allrecipes' own direct integration with AmazonFresh and Instacart for recipe ingredient fulfillment.