Martha Stewart has jumped into the crowded meal kit service. Her Martha & Marley Spoon will soon launch, USA Today reports.
She will have a challenge to succeed despite her name recognition. The food delivery service industry only serves 3% of the adult population, according to NDP Group and close to 100% of them are health conscious Millennials who crave convenience and healthy food delivered to their door. And they are expensive.
Martha & Marley Spoon cost $8.70 to $12 per serving depending on how many meals a customer opts for. Customers can get a two person box or a family box.
Stewart says the boxes are better deal than mediocre takeout and serve the problem with food waste.
However, in a recent report, NPD found that meal kits are closer to the cost of eating out than making dinner at home and that many users drop their subscriptions for being too expensive.
But Waste.
“Waste is one of the biggest biggest problems that we have in supermarket kind of cooking,” Stewart says. Marley Spoon tries to cut down on waste by giving cooks tips for using up often-tossed ingredients, like lemon rinds and carrot tops, and allows users to send back the packaging, down to the ice packs the meals come with.
As USA Today aptly put it, “while she may have enormous name recognition, Stewart still faces the industry-wide challenge of making meal kits more accessible.”
