Beemster makes it better
Eiffel Tower - A creamy cow’s milk delight, featuring a chalky white rind and a cream-colored, buttery, soft interior that oozes when at the peak of ripeness and temperature
 Whole Foods Enters Meal Kit Game With Purple Carrot

Whole Foods Enters Meal Kit Game With Purple Carrot

Wednesday, October 26th, 2016

A new contender is entering the fight to the top of the meal kit industry—Whole Foods is introducing a new pilot program for its Boston area stores with vegan meal kit company, Purple Carrot.

Andy Levitt, Founder and CEO, Whole Foods“People might think, ‘Well why would I buy a meal kit online when I could just get it at Whole Foods?’” shared Andy Levitt, Founder and CEO of Purple Carrot, according to Eater. “But the meals available online will be different than those available in-store.” Levitt said that this latest partnership will bring the company in front of “a whole new consumer who isn't really aware of how a meal kit works.”

Cashew Korma with Cauliflower Rice

This is Purple Carrot's first move into in-store retail stores, moving away from its e-commerce subscription model, and the first time Whole Foods has partnered with a meal kit company. Although meal selections are expected to rotate periodically, for its initial launch, meals will include cashew korma with cauliflower rice, Mongolian seitan stir fry, and pan-seared tofu and black rice noodles.

Buying a Purple Carrot meal kit from a Whole Foods does not require a subscription, making potential customers less wary than they would if they were required to pay a monthly fee. Levitt referred to the move as a good way for the company to expand, with even more potential to grow within the next two months.

“We can evaluate the volume, consumer feedback, and how it all goes, then contemplate rolling this out to other stores in the region,” he concluded.

Will shoppers be able to purchase vegan and fresh-focused meal kits in stores nationwide soon? DeliMarket will continue to keep our eyes on this innovative pilot.

Whole Foods MarketPurple Carrot

Beemster makes it betterEiffel Tower - A creamy cow’s milk delight, featuring a chalky white rind and a cream-colored, buttery, soft interior that oozes when at the peak of ripeness and temperature

Have a new product, press release or story idea?

Let us know

In This Story

Who are we? Well, we seek out the finest natural and organic foods available, maintain the strictest quality standards in the industry, and have an unshakeable commitment to sustainable agriculture...

Fresh, honestly sourced ingredients & 100% plant-based recipes, delivered weekly!

Good Food Media Network Releases 2018 Good Food Restaurants™ List

The company releases its annual rating and economic report offering insight into the purchasing practices of chefs and restaurants and their commitment to sustainable sourcing.
View Press Release

Charlotte-Based Hissho Sushi Debuts at Bank of America Stadium for Carolina Panthers’ 2018-2019 Season

The company provides visitors and Panthers fans sophisticated, fresh options like the California Roll, Spicy Tuna Roll, and Crispy Crab Roll.
View Press Release

P3 Named Official Protein Snack of UFC®

UFC® announced a new marketing partnership with Oscar Mayer®.
View Press Release

New Tuscanini Parchment Crackers Bring the Sun-Kissed Taste of Italy to America's Table

Three handmade varieties deliver a sophisticated touch to meals and light snacks.
View Press Release

WCMA Launches Workforce Committee to Address Labor Challenges

The Association's Inaugural Meeting is set for October 23 in Monroe, Wisconsin.
View Press Release

Chris Greer Named Continuous Improvement Manager for Master-Bilt

As Continuous Improvement Manager, Greer will drive operational excellence initiatives and be responsible for developing consistent improvement in the manufacturing operation at Master-Bilt.
View Press Release

The Big Chocolate Show

From cacao bean to confection, chocolate takes center stage in New York City.
View Press Release