BIRMINGHAM, AL - I, like many millennials, have spent many a night in front of my fridge unsure of what to make for dinner. There’s just too many options (or too little, depending on how grocery shopping went) and I’m usually guilty of always missing a couple of ingredients. Streamlining grocery shopping and home cooking for consumers, eMeals is innovating meal kits and partnering with retailers to make its top-notch product even more convenient in the crowded meal kit market.

I caught up with eMeals’ CEO Forrest Collier to learn more about the concept the company is simplifying to improve consumers’ inspiration, shopping, and cooking experience.

“eMeals is America’s leading digital meal planning solution and a player in the meal kit market,” Forrest tells me. “Each week, eMeals provides easy-to-follow recipes and a one-click shopping list that optionally connects to online grocery pickup and delivery partners. eMeals provides the same kind of convenience as the traditional meal kit providers, but by integrating with existing grocery ecosystems, we’re able to help customers cook healthy meals at half the food cost per serving.”

Pulling from a database of tens of thousands of recipes created by the eMeals food team over the last decade, the company offers subscribers the choice of 15 food style plans tailored to different dietary goals and eating preferences, including paleo, clean eating, low-carb, vegan, and gluten-free diets. eMeals publishes new recipes each week, so consumers won’t have the problem of eating the same food every week.

eMeals also partners with retailers, something that differentiates the company from other meal kit providers and serves as a symbiotic relationship between the company and retail. For subscribers, eMeals’ app automatically creates a shopping list for the selected dinners, and depending on preference, can then be self-shopped or selected for pickup or delivery by one of its retail partners. For retailers, eMeals helps retailers bolster variety, flexibility, and affordability for shoppers.

“We provide over 10 times the choice and flexibility given our wide range of dedicated food style plans. Instead of recreating the grocery supply chain, eMeals has integrated our grocery list with pickup and delivery partners including Walmart, Kroger, Instacart, and AmazonFresh, in order to help our customers enjoy affordable recipes that fit their specific goals with groceries from their preferred local grocery store,” Forrest explains.

Merging the convenience of online grocery with trusted recipe content, eMeals is offering a unique value proposition and, as a result, is preparing to continue to grow with the $100 billion meal kit business by staying on the lookout for new partnerships with media companies, grocery retailers, and food brands.

For more on who’s changing the game of convenience and innovation in the produce industry, stick with us at AndNowUKnow.

eMeals