- Online meal kit delivery service Chef'd has partnered with Atkins Nutritionals, Inc. to debut a line of meal kits featuring Atkins' low-carb recipes, according to a news release.
- Chef'd will provide the ingredients and delivery services while offering consumers the option of a recurring meal plan or a-la-carte options.
- The meal kits are available for purchase on Chefd.com and Atkins.com and range from $10 to $18.50 per serving.
Co-branded meal kits could be a valuable opportunity for manufacturers to increase sales and make their products more accessible. That's especially true for companies with wide-ranging portfolios that offer multiple brands consumers can prepare within one meal, such as General Mills or Kraft Heinz.
Atkins helped promote the low-carb diet decades ago, but public interest in its branded plan has since faded. Still, low-carb lifestyles are important to many consumers. If Atkins can significantly improve sales using this delivery method, its experience could show other manufacturers what it takes to succeed within this portion of the food and beverage e-commerce market.
This isn't Chef'd's first co-branded meal kit. Last month, it launched co-branded dessert meal kits with Hershey. Dessert meal kits aren't as well-known as traditional lunch or dinner options, but represent a new sub-segment that could become popular as consumers seek out new ways to indulge.