- Meal-kit provider Chef’d has partnered with Innit to provide customizable meal recommendations, videos with cooking instructions and smart appliance connectivity, according to a press release.
- Consumers can use the Innit app to order the exact ingredients for their meals, proceeding from meal discovery to planning, purchasing and cooking on one platform. It is now available for iOS and expected for Android later this month.
- Innit users can select from a wide range of meals, choose the delivery date, checkout with Apple Pay or a credit card, and then take delivery from Chef’d. Upon receiving the ingredients, the user scans a QR code, or selects the meal from their meal plan, to begin the “Culinary GPS” video guidance.
The partnership between Innit and Chef’d represents another step forward for the growing and evolving meal kit business. The result is a technological integration of Innit’s connected platform. This could give Chef'd an important point of differentiation in what is already a very competitive market for food kits, in which U.S. leader Blue Apron has been struggling with sales and customer retention.
Innit bills itself as an “eating technology company” that has developed the world’s first connected food platform — a central hub that combines the products and services of its partners to provide a personalized consumer experience, according to the company.
Innit recently announced an integration with Google Assistant for voice commands that allow users to use their hands to cook and not have to manipulate a device, according to CNET. The Innit app can reportedly control more than 100 smart ovens from GE Appliances and Bosch.
For Chef'd, this partnership represents yet another notable innovation. The company takes an omnichannel approach to the category, with both in-store kits and online offerings available, including kits that incorporate ingredients from leading manufacturers. CPG companies like Campbell and Smithfield Foods have invested millions in Chef'd.
The partnership seeks to one-up competitors on convenience and ease of use — but other companies are rapidly innovating, too. Blue Apron recently announced a partnership with travel housing service Airbnb, offering a slate of internationally inspired meals. HelloFresh broadened its offerings by acquiring Green Chef, a company known for its organic vegan and gluten-free meals. Last year, HelloFresh also announced it was hiring 100 tech employees to help it provide increased personalization.
Meal kits have proven popular, but consumers don't just want to buy them through the traditional online subscription model. As retailers and companies like Chef'd continue to offer more selections and delivery options, the true demand for fresh, customizable meals will become even clearer.