Dive Brief:
- Knorr has developed a line of One Skillet Meals that the company thinks will succeed where home-delivered meal kits fail, according to Food Navigator. Each item in the lineup is about half the cost of most meal kits and takes about half as long to make, the Unilever-owned company said. They don't have to be made immediately and add spice and interest to basic ingredients consumers provide and already know how to prepare.
- Some of the new products contain organic grains and whole-wheat couscous, along with herbs and spices and directions on including customer-provided protein and vegetable add-ons. They don't contain artificial ingredients, colors or preservatives, the company said. Some meals include Moroccan Style Chicken with Barley, Rustic Italian White Bean with Farro, and Shrimp Scampi Whole Wheat Couscous.
- Brian Critz, Unilever's marketing director, told Food Navigator that Knorr's One Skillet Meals link the center of the store with the perimeter, where shoppers can buy fresh produce, meat and poultry or other protein sources to accompany them.
Dive Insight:
Knorr's new One Skillet Meals aim to capitalize on increased demand for in-store meal kits like those at Costco and Albertsons while removing some of the hurdles typical to the online versions. One Skillet Meals use trendy ingredients like ancient grains and combine them with herbs and spices to create a meal that, unlike traditional kits, can be made at any time.
Knorr also wants to take advantage of the product's placement on grocery shelves to connect shoppers with perimeter store offerings by including easy ways to add protein and vegetables to the recipe. The company hopes the lower cost, convenience and simpler preparation might convince some who have tried meal kits to go in another direction.
Knorr — whose first dried soups debuted in Europe in 1873 — is trying to stay relevant to today's busy consumer who wants to cut down on meal preparation time yet still wants to have a tasty and interesting dish when they're done cooking. The key will be whether its products will stand out among a growing number of meal kit players like Blue Apron and Plated making their way to grocery stores.
Flavor could be the deciding factor. As a maker of sauces, flavorings, gravies, broths, bouillons and side dishes, Knorr knows a lot about seasoning and no doubt is bringing that expertise to these one skillet meal starters. Millennials often have more adventurous tastes than other demographic groups, and they appreciate new and exotic flavors and spices, particularly those in a convenient and ready-to-prepare or ready-to-eat form.