Knorr is introducing its new line of One Skillet meal kits on grocery store shelves, hoping to capitalize on the home delivered meal kits trend by offering increased convenience. The company says prep times and prices are about half those of most home delivered kits now on the market.
Kits include Moroccan Style Chicken with Barley, Southwest Chicken Brown Rice and Quinoa, Rustic Italian White Bean with Farro, and Shrimp Scampi Whole Wheat Couscous. Some kits include organic grains and whole-wheat couscous. The meals don’t have to be cooked right away, and feature globally sourced ingredients and organic, nutritionally dense grains.
The appeal to convenience and the low pricing reflect the fact that the meal kit category has been underperforming recently, with low retention rates and some consumer confusion about how and when to prepare the meals. An executive at Unilever, which owns Knorr, told FoodNavigator-USA that about half of meal kit subscribers drop their subscriptions after just one week and 90 per cent do so within six months.