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Metro Sells MissFresh, Its Meal Kit Delivery and Pick-Up Service

Metro Sells MissFresh, Its Meal Kit Delivery and Pick-Up Service


CANADA
Wednesday, December 11th, 2019

Metro isn’t the typical run-of-the-mill food distributor. In fact, we rarely hear from the company, as we haven’t reported on it since May when Metro invested $400 million into expanding its Etobicoke distribution center—as we reported on our sister site AndNowUKnowtouted as the latest and greatest in food distribution technology. The company mysteriously resurfaced this week as it announced plans to sell its MissFresh assets to the ready-to-cook meal company, Cook it. MissFresh, Metro’s meal kit delivery and pick-up service, provides fresh and convenient solutions to its customers.

According to a press release, the combination of these two young, complementary companies will consolidate Quebec's expertise in ready-to-cook meals and allow it to continue to grow. Under the new agreement, Cook it will now serve current customers within its own clientele as well those of MissFresh. Although MissFresh is separating from Metro, customers will still be able to pick up their ready-to-cook meals at participating Metro stores.

Metro operates as a franchisor of a network of more than 600 food stores under several banners

Metro's divestment news hit newswires amidst other movements in Canada's ready-to-eat grocery meal sector. Specifically, Loblaw teased a new division focused entirely on meal solutions earlier this fall—which, when coupled with the latest from Metro, suggests the possibility of an oncoming category shake-up in the Canadian market.

Metro operates as a franchisor of a network of more than 600 food stores under several banners including Metro, Metro Plus, Super C, and Food Basics. To see how the Canadian meal sector continues to evolve, stay with us at Deli Market News.

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