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Kroger gets personal–with meal kits

Burger King no longer uses “Have it your way” as a slogan, but The Kroger Co. may want to revive it.

Kroger is extending its omnichannel partnership with meal kit delivery company Home Chef to 500 new stores across its banners, bringing the service to more than 700 total stores in 20 states by end of February. In addition, customers who place online orders can now customize their meals. This includes the ability to swap, double, or upgrade ingredients on many recipes.

"Kroger continues to redefine the customer experience and provide new ways to shop for, prep and cook meals through exciting brick-and-mortar and digital experiences," said Robert Clark, Kroger's senior VP of merchandising. "Last October, Kroger introduced Home Chef retail meal kits, and we're now expanding to add the easy-to-prepare recipes to hundreds of new locations, providing convenient access to the meal solution at more than 700 stores. We look forward to the continued growth of Home Chef in 2019 through expansion and new products."

Home Chef's fresh, pre-portioned ingredients and recipes are offered in a rotating weekly retail menu. Each meal kit is designed to serve two and starts at $8.50 per serving. Home Chef meal solutions are also available for pickup and delivery at participating Kroger locations.
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