Briefing

Loblaw launches a meal kit program with popular Toronto restaurants

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The grocery store chain is offering 15 different menu items through kits prepared by seven restaurants for next-day delivery across the Greater Toronto Area. Loblaw plans to eventually expand the program to include more restaurants in more cities. (The Logic)

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Talking point: Loblaw’s meal solutions unit, which focuses on prepared meal kits, has grown rapidly during the pandemic, said Nick Kuriya, vice-president of the division. “We’ve seen a massive increase in eat-at-home opportunities,” said Kuriya, who estimates the meal-kit space has grown 50 per cent since the start of the pandemic. Blue Apron, an industry leader, saw its monthly sales double in April compared to the year before, and rival HelloFresh expects full-year revenue growth of between 75 and 95 per cent. While Loblaw faces fierce competition in the sector from myriad companies, Kuriya said the firm’s advantage lies in part in the convenience of simply adding meal kits to a standard grocery order. “We’re meeting consumers where they’re at,” he said, noting that the products are in 200 stores in Ontario, Quebec and Atlantic Canada.