The grocer is the latest to enter the meal kit market, joining recent initiates such as Amazon, which said it will be offering meal kit options in certain cities. Albertsons, meanwhile, recently became the first retailer to buy a meal kit company, purchasing industry pioneer Plated for a reported $200 million.Publix, a chain of 1,144 supermarkets located throughout the Southeast United States, is highlighting seafood in its test of meal kits in two of its stores. Kroger has its Prep + Pared meal kit line, which recently expanded to Ralphs stores in California, while Walmart just started offering kits on its website. Other retailers eager to tap into promising new categories are trialing meal kits in their stores, as well. And it reflects an overall trend in meal kits toward saving time in the kitchen, with some meal kit companies offering 15-minute meals. This model is similar to Supervalu’s Quick & Easy Meals, which also offer dishes ranging from heat-and-eat to full-on prep. Dishes include Southwest pork Caribbean chicken wings and beef brats with sauerkraut. Those selections are available in three different varieties: Simple, which requires six or more steps Simpler, which requires four steps or less and Simplest, which just requires heating and eating each meal. Publix will test the market for these kits, just as it’s currently testing the appeal of its Aprons meal kit line. In 2015, according to the firm, Americans bought 12.6 million slow cookers. According to a recent NPD report, people are dusting off their decades-old Crock Pots and other devices as a way to conveniently prepare fresh ingredients with loads of flavor. Recent years have seen an explosion of consumer interest in slow cookers.

The slow-cooker kits reflect this spirit of innovation, and are a natural line extension for the company’s meal kits during cooler winter months. Publix certainly enjoys a high level of shopper loyalty thanks to its customer service, execution and creative merchandising. While meal kit companies struggle to acquire customers and differentiate their offerings, retailers are finding they have a distinct advantage in this growing category: A built-in customer base, and a trusted brand.

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