AmazonFresh adds new menu offering

Amazon’s a grocery delivery and pickup service is adding a new option to its program.

The online giant now features eMeals within its AmazonFresh offering. Unlike other meal kit companies that pre-portion, package and deliver the week's recipe ingredients, eMeals partners with online grocery programs, enabling customers to customize their meal kits.

Through the program, eMeal subscribers can now send their shopping list, which is automatically generated for all meals selected each week, to AmazonFresh, as well as to Walmart Grocery, Kroger ClickList or Instacart with one click. Then they can schedule home delivery or curbside pickup, depending on local availability.

Consumers can choose from more than 100 recipes each week. Online carts can be automatically populated with the items needed for the recipe, or shoppers can add or subtract items, or substitute favorites from previous weeks, according to eMeals.

A subscription to eMeals costs $29.99 for three months, or $59.99 for 12 months.

"Meal kits and online grocery programs are reshaping the grocery market, and we are the first company to combine those two trends," said eMeals CEO Forrest Collier. "Adding AmazonFresh to our fulfillment lineup expands our reach to most of the top players in online grocery and advances our mission of giving customers more choice, flexibility and affordability than any other meal kit service."