Proving that meal kits are on the up and up, new partnerships between retailers and meal kit providers are forming every day. Walmart is diving into a new partnership with Gobble Meal Kits to provide the latter’s on-the-go options through the former’s e-commerce site.
“With more than 75 million items on Walmart.com, we continue to look for new options to offer customers. This includes specialty food items like the meal delivery kits by Gobble, farm fresh crates and snack boxes that give customers convenient options to plan and prepare meals,” a corporate spokesperson for Walmart shared with Fortune via email.
While only 25 percent of Blue Apron’s customers fall between the 35- to 44-year-old age bracket, around 50 percent of Gobble’s customers sit there, Fortune expressed. Gobble is uniquely focusing on busy parents to find out what they need, rather than zeroing in on rapid growth, the news source shares.
In the past, Walmart offered Sun Basket, Takeout Kit, and Home Chef meal kit options for customers to try the companies’ offerings without subscribing. Walmart’s stock dipped in February of this year after it reported e-commerce sales decline in the last quarter of 2017. A strategic approach to shifting back toward a sales incline, Walmart’s partnership with Gobble looks to increase sales through online engagement.
“I have applied the same efficiencies, process engineering, and intelligent automation to Gobble as I did when I managed the supply chain at Walmart,” Steve Robinson, Gobble’s Vice President of Supply Chain and Operations—and the previous Vice President of Supply Chain at Walmart—explained to Fortune in an email. “It is phenomenal to see my past and present teams now working together.”
While Amazon gained 40 cents of every dollar spent online last year, Walmart is looking to change this dynamic up with the introduction of Gobble’s meal kits, but will this push be enough to stave off Amazon’s increasingly encroaching online presence? Deli Market News will keep you updated.