Whole Foods Partners With Purple Carrot for Vegan Meal Kits
BOSTON, MA - Look out meal kit industry—Whole Foods is throwing its hat in the ring of one of food’s fastest growing industries. As part of a new pilot program with vegan meal kit company, Purple Carrot, the health-conscious retailer will now be providing Boston area stores with boxes of pre-measured ingredients and recipes.
“People might think, ‘Well why would I buy a meal kit online when I could just get it at Whole Foods?’” Andy Levitt, Founder and CEO of Purple Carrot said, according to Eater. “But the meals available online will be different than those available in-store.” Levitt said that this latest partnership will bring the company in front of “a whole new consumer who isn't really aware of how a meal kit works.”
This is Purple Carrot's first move into in-store retail stores, moving away from its e-commerce subscription model, and the first time Whole Foods has partnered with a meal kit company. Although meal selections are expected to rotate periodically, for its initial launch, meals will include cashew korma with cauliflower rice, Mongolian seitan stir fry, and pan-seared tofu and black rice noodles.
Of course, buying Purple Carrot from a Whole Foods does not require a subscription, making wary potential customers more likely to feel comfortable with the idea. Levitt referred to the move as a nice way for the company to expand, with even more potential to grow within the next two months.
“We can evaluate the volume, consumer feedback, and how it all goes, then contemplate rolling this out to other stores in the region,” he concluded.
Will shoppers be able to purchase vegan and veggie-focused meal kits in stores nationwide soon? AndNowUKnow will continue to keep our eyes on this innovative pilot.
