Sales are up, but analysts question whether momentum is sustainable.
Meal kits seemed like a fad, and providers like Blue Apron reached exciting heights on Wall Street. That said, meal kits never achieved widespread adoption. Then, as some logistical realities and cost-of-goods set in and things hit the skids.
Covid brought a little life back to the meal kit industry.
Per Adweek’s Paul Hiebert and Lisa Lacy in April 2020: Cooking at home can elicit a sense of control during this out-of-control moment [Covid].
Whether they’re able to continue to take advantage remains to be seen. Supermarkets and quick-service concepts have jumped on board offering lower-cost options. Restaurants have jumped in the game.
Retail expert Brittain Ladd prognosticated in Forbes Magazine 2018 “The next big thing in food will be on-demand hot cooked meals delivered direct to customers, further eroding the need for meal-kit companies.
Getty Images - Adweek April 2020