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Industry NewsHow MissFresh is driving distribution through Metro

How MissFresh is driving distribution through Metro


Meal kit maker MissFresh is partnering with Metro on a reusable box option to cut packaging waste. Customers are now being offered a reusable box pickup option at 130 Metro locations across Québec, following a five-store pilot in April, reports Strategy. The option is also being offered in six Jean Coutu pharmacies. Plans are to expand across the province and into Metro stores in Ontario.

MissFresh is also reducing the number of smaller containers included in each kit.

Metro owns 70 per cent of MissFresh and acquired Jean Coutu Group in May 2018. MissFresh began offering its meal kits in Metro stores last year as it moved beyond its initial home delivery subscription model. The brick-and-mortar presence has given the meal kit maker good exposure to a broader demographic who are more comfortable in a traditional store format.

The eco-conscious option is one way for MissFresh to differentiate itself from the competition, founder and CEO Marie-Eve Prevost told Strategy. Since April, Metro stores in Quebec have allowed customers to use their own bags and packaging at the deli, meat, fish, seafood, pastry and ready-to-eat counters.

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