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Kroger and Home Chef expand retail rollout, launch customizable meal kit feature for online orders

The Kroger Co. and Home Chef announced the introduction of retail meal kits to new cities, bringing the weekly rotating meal solution to 500 additional Kroger Family of Stores across the country. Additionally, has launched a customizable meal kit feature for online orders, allowing customers to have more flexibility in deciding what's for dinner by providing the choice to change and upgrade recipe ingredients. The feature — the first among leading meal kit brands — offers unprecedented variety for customers.krolo

"Kroger continues to redefine the customer experience and provide new ways to shop for, prep and cook meals through exciting brick-and-mortar and digital experiences," said Robert Clark, Kroger's senior vice president of merchandising. "Last October, Kroger introduced Home Chef retail meal kits, and we're now expanding to add the easy-to-prepare recipes to hundreds of new locations, providing convenient access to the meal solution at more than 700 stores. We look forward to the continued growth of Home Chef in 2019 through expansion and new products."

"Home Chef is proud to continue our evolution toward becoming more than a meal kit delivery brand," said Pat Vihtelic, Home Chef's founder and chief executive officer. "With continued innovation and personalization, we are providing customers with more ways to enjoy fresh, delicious meals that align with their individual tastes."

Home Chef retail meal kits are currently available in Kroger Family of Stores across multiple markets, including Illinois (Mariano's), Kentucky (Kroger), Michigan (Kroger), Ohio (Kroger, Cincinnati), and Wisconsin (Pick 'n Save and Metro Market). The latest expansion is under way, and by the end of February customers can purchase Home Chef retail meal kits in the existing markets and Arizona (Fry's and Smith's); California (Ralphs); Colorado (King Soopers); Idaho, Montana, Nevada, New Mexico, Utah, Wyoming (Smith's); Indiana (Kroger); Ohio (Kroger, Columbus); Oregon and Washington (Fred Meyer and QFC); Tennessee (Kroger, Nashville); and Texas (Kroger).

Home delivery customers continue to enjoy the convenience of having Home Chef meals delivered directly to their home via Home Chef's newly launched Customize It feature empowers customers to personalize some of their favorite easy-to-prepare recipes. Customers can now swap, double, or upgrade ingredients on many of their favorite recipes.

The Customize It feature expands on Home Chef's commitment to provide customers increased variety through options like Home Chef's no-cook five-minute meals, delicious dinners, and add-ons like fresh smoothies.

"Our customers asked for more ways to customize their Home Chef meals, and we listened," Vihtelic added. "We are excited to be the first leading meal kit company to introduce these new Customize It choices for everyone seeking the same great Home Chef meals with even more variety and choices."