Why the Meal Kit Market Is Probably Overheated and Overhyped

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

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.

One of the problems, however, is that there are a lot of them: Blue Apron, Plated, Purple Carrot, Marley Spoon, Green Chef, Chef’d and Home Chef, to name a few.

According

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in