It’s Dinner: But Is It Cooking?

What is a meal kit?  A meal kit includes all of the ingredients and recipes to make delicious meals at home.  More than one hundred companies now offer to do the planning, shopping, and prepping, leaving the joy of cooking, and eating, to you.  The United States meal market could grow by as much as five billion dollars over the next decade.

Meal kits are regarded by some as a positive development in cooking culture.  The kits provide ideas and eliminate the need to decide “what’s for dinner?”.  Feedback from customers, especially millennials, is that these kits are teaching them how to cook, so they can feel involved in the kitchen,

Blue Apron is one of the leaders in this category, and the company offers a subscription service with: original recipes weekly (500-800 calories per serving), fresh ingredients (pre-measured to avoid waste) and convenient delivery across the nation (arriving in a refrigerated box).  As a pricing example, Blue Apron offers a 2-Person Plan including 3 recipes per week for a total of $59.94 ($9.99 per serving) or a Family Plan for 4 including 2 recipes per week for a total of $69.92 ($8.74 per serving).

A price point of $9-$10 per meal is a lot of money for most people.  However, some believe the kits are worth the time saved driving/walking to the store and shopping.

The meal kit market gets very specialized at a point.  Fans of Northern California cuisine and chefs can join Sun Basket, and enthusiasts of Georgia farmers and Southern chefs may subscribe to PeachDish.

Meal kits might help to cut down on food waste through pre-portioned ingredients.  According to an estimate by the U.S. Department of Agriculture, up to thirty-one percent of America’s post-harvest food supply is thrown away.

One complaint about the kits is that too much packaging is used, and besides current recycling methods, there is a hope that one day the insulation will be compostable.

As far as home-cooking trends are concerned, meal kits are at the forefront.  How much staying power will they have?  Time will tell…

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