HelloFresh has announced it’s bringing its meal kits to grocery stores, starting with Ahold Delhaize's Giant Food and Stop & Shop.
The company becomes the latest meal kit provider to seek a brick-and-mortar partner where they can offer their products without requiring a subscription. It joins Plated, which partnered with Albertsons last year, and Blue Apron, which just launched sales in Costco Wholesale.
Meal kit services have had problems keeping customers with a subscription based model, and are hoping they can recover those losses by making it easier to buy their products.
The company is starting sales in 581 stores, mostly in the U.S. Northeast, and it’s looking for more. To support its move into retail, HelloFresh expanded its network from five to 11 facilities, and it plans to expand further.