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VICE Launches New MUNCHIES Meal Kit

VICE Launches New MUNCHIES Meal Kit

Monday, June 12th, 2017

There’s a new contender entering the meal kit foray, and it’s none other than well-known media organization VICE. The company is looking to tap in on convenience loving consumers with a new meal kit offering, and celebrity name.

Launched under VICE’s food arm, MUNCHIES, the meal kits currently span five recipes centered around summer cooking. The branded meal kits were developed by Toronto Chef Matty Matheson, star of VICELAND, the company’s TV network, and its culinary travel show Dead Set on Life.

Matty Matheson, Chef and Host, VICELAND's Dead Set on Life"Those hungry days of watching Matty Matheson, the king of Munchies how-to cooking videos and wishing you had more time to grocery shop for his recipes are over," VICE wrote in a blog post

Available now, VICE noted that each kit includes recipe instructions and a how-to video from Matheson. The meals include:

  • Spicy pan-fried chicken with corn
  • Steak sandwiches with tomato salad
  • Trout almondine with green beans and fingerling potatoes
  • Breakfast hash
  • Chocolate mousse

John Martin, Publisher, MUNCHIES"It's an opportunity to monetize," John Martin, Publisher of MUNCHIES, said to "Our audience wants to cook, and we have the voices of people that help them cook already." 

The meal kits were created in partnership with meal kit company, Chef’d, VICE noted. One unique aspect of the kits is that they can be ordered in a singular nature, without subscription. U.S. orders further deliver on convenience with next day delivery, and free shipping for orders over $40. The kits span in range from $19 to $46, between two-person and four-person meals.

Matty Matheson's steak sandwiches with tomato salad

Martin stated to that VICE was intrigued by the possibilities of growth that the meal kit sector offered for its company. He noted that Blue Apron had raised nearly $200 million in VC funding and is now pursuing its IPO, with massive growth benefits seen by fellow meal kit and media organization The New York Company.

Matty Matheson's trout almondine with green beans and fingerling potatoes

Whole Foods, Kroger, The Fresh Market, Publix, and Hy-Vee have all been linked to meal kits most recently, taking on names like Hello Fresh, Blue Apron, and Amazon.

Check out the VICE video announcing the MUNCHIES kits here.

As the meal kit market continues to grow, count on DeliMarketNews.