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Grocer bolsters fresh offering with meal kit deal

Giant Food of Landover is HelloFresh’s newest retail partner.

The supermarket operator is selling HelloFresh meal kits in the deli section across all of its 166 stores throughout Virginia, Maryland, Delaware, and the District of Columbia. The partnership comes on the heels of Ahold Delhaize U.S.A. announcing it will sell HelloFresh’s boxed meals in 581 stores under the Giant Food and Stop & Shop banners, starting in June.

Giant’s locations feature five flavors, including Chickpea Couscous, Paprika Chicken, Peppercorn Steak, Mediterranean Style Chicken, and Homestyle Meatloaf, each comprised of pre-cut, pre-measured, and pre-washed ingredients. The boxes, which take less than 30 minutes to prepare and cook, serve two people. Prices range from $14.99 to $19.99 per kit.

The meal kits coincide with Giant's efforts to bolster its prepared food and convenience options, which include expanded hot bars; quick-serve stations, such as sushi, sandwiches and smoothies; and grab-and-go options, such as snacks, salads, sandwiches, and rotisserie chickens. Giant will continue to introduce these fresh options throughout the month of June, according to the retailer.

"As we look to expand our prepared food items at Giant, the partnership with HelloFresh was a natural fit," said Tonya Herring, VP of merchandising at Giant Food. "For customers that may not have as much time to spend cooking at home…meal kits are a great convenience option.”

Giant is the latest company to add meal kits to its offering. In addition to Ahold Delhaize U.S.A. working with HelloFresh, Walmart began offering meal kits in some 250 stores in March. The discount giant also plans to roll out the offering to more than 2,000 of its stores this year.

Target is working with Minnesota-based Local Crate, a winner of its Target + Techstars competition, and now sells boxed meal kits in select Minnesota Target stores. Meanwhile, Albertsons Cos. acquired prepared-meals company, Plated.
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