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.
“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.”
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.