Why the Meal Kit Market Is Probably Overheated and Overhyped

But that hasn't kept big stars out of the kitchen

How will meal kit companies that want to appeal to the everyday consumer actually do so on a national scale? Linda Pugliese, Marley Spoon

Meal kit companies promise to make consumers’ lives easier by eliminating the drudgery of grocery shopping and meal planning, but they also pitch themselves as friendly kitchen companions who can make cooking more exciting and accessible. With chef-crafted recipes and seasonable ingredients that are healthier and ethically sourced—thereby eliminating waste and enhancing sustainability—the world would be a better place, it seems, if we all just ate meal kits.

@lisalacy lisa.lacy@adweek.com Lisa Lacy is Adweek's Commerce Editor.