EMeals, a unique meal kit company that integrates with other online grocery programs, has announced its newest partnership with AmazonFresh.
Offering meal kits with more than 100 new weekly recipe options, eMeals added AmazonFresh grocery delivery and pickup service to its list of fulfillment choices. So when a subscriber creates an automatically generated shopping list based on selected meals, the list will go to AmazonFresh or one of eMeals' other partners, including Walmart Grocery, Kroger ClickList or Instacart. The order is then scheduled for delivery or curbside pickup.
"We know that consumers want choices. It’s a big driver that influences how they shop. In terms of what we do at eMeals, that means choices in everything from meal plan food styles to fulfillment options for grocery delivery and pickup. Expanding our in-app grocery integration to include AmazonFresh further broadens our subscribers’ choices of how and from where they get their groceries," Forrest Collier, CEO of eMeals, told FierceRetail.
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EMeals works a bit differently than other meal kit programs in that it doesn't measure out and bag ingredients in recipe portions, which in essence, saves the consumer money. And with 15 eating styles, based on dietary needs, users can mix and match, creating a choice of 100 new recipes per week. Plus, after eMeals populates a shopping list, subscribers can add or subtract items, eliminating extra shopping trips for items not included in the recipes.
EMeals has been successful thus far via Walmart Grocery. According to a survey, more than 90% of eMeals customers using Walmart Grocery plan to continue the service and more than half said they "can't imagine life without it."
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The service has also helped encourage consumers to try out online grocery shopping. According to those surveyed, 55% said they used Walmart Grocery for the first time through eMeals.
Collier said that the meal kit category is projected to be a $10 billion business within the next five years. And while the original meal kit players provide a high level of convenience to a specific market segment, eMeals is solving the same desire for convenience and time savings—but with much more variety, flexibility and affordability.
"We’re able to leverage our platform alongside the existing grocery supply chain to fill personalized meal kit orders instead of building an expensive new infrastructure to pre-portion, package and deliver the selected recipe ingredients," Collier said.