BOISE, ID - In the meal kit sector, Plated has long been a question mark for its parent company Albertsons. Earlier this year, the meal kits were taken off of Albertsons store shelves, which was then followed by staff cuts. Now, it appears the retailer has a new strategy to keep Plated competitive in the market. This week, Albertsons announced it is rebranding Plated from a dinner-based subscription solution to a comprehensive in-house culinary brand.

“Our vision for Plated includes an expanded set of products that goes far beyond a dinner-based solution and into a comprehensive in-house culinary brand,” said Geoff White, EVP and Chief Merchandising Officer. “With a broader scope of offerings, we see Plated solving customer demands around convenience, lifestyle, and cooking experience, while adding yet another layer of interest to our in-store journey.”

As a result of the shift, Albertsons began phasing out Plated’s subscription service, which will officially end this month (November). Instead, the new culinary brand will join the grocer’s lineup of private label products under its Own Brands—who’s team will manage the expansion of Plated into a holistic home meal solution. According to a press release, this decision was made in part because of Own Brands’ status as an important source of growth and innovation for Albertsons. The retailer also conducted extensive testing of the meal kits’ in-store performance in its Northern California Safeway stores.

“Plated’s brand appeals to our most loyal and highest value customers, especially those that skew toward convenient, fresh, and organic products,” continued White.

As part of the new Plated strategy, Albertsons plans to bolster the brand with new product offerings in 2020.

Albertsons first acquired Plated in 2017.

Will this unique strategy help Albertsons deliver a differentiated in-store experience? AndNowUKnow will continue to report.

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