Dive Brief:
- The Quaker Oats Company announced it is partnering with Chef’d, a leading online meal-kit marketplace, to launch its expansion into the breakfast category with three Quaker-branded “Overnight Oats” meals, all featuring Quaker’s Old Fashioned Oats.
- Consumers who order Overnight Oats meals will get a complete package of pre-portioned ingredients and step-by-step instructions for preparing the meal. All kits will also include a branded mason jar and extra Quaker Overnight Oats recipe cards.
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More than 100 chefs from around the country are a part of the Chef'd team, which is responsible for creating over 300 recipes featuring fresh, quality ingredients. A subscription isn’t needed for the meal-kit delivery service and there are no membership fees.
Dive Insight:
Over the past two years there has been a sharp increase in the number of meal-kit services hitting the market. What was once simply a way to offer dinner options to those who didn’t have the time to shop has evolved into a billion-dollar industry offering breakfast, lunch, dinner, smoothies, vegan fare and even dessert.
In its study, “Understanding Fresh Food Subscriptions,” Technomic Inc. released figures showing that meal kit subscriptions have topped $1 billion globally, and projects it will grow 10-fold in the next five years.
Urban millennials make up the largest segment of meal-kit users, but baby boomers have started to gravitate towards the kits as well; millions of people appreciate the convenience they offer.
The partnership between Quaker Oats and Chef’d seems like a win for both parties, and other joint ventures are likely coming down the pike. It provides Chef’d with a trusted name that people know and love come breakfast time, so they are more likely to order. It also puts Quaker Oats front and center in the eyes of Chef’d customers, who may not have considered meal-kit breakfasts.