Whole Foods recently announced that it will be teaming up with Purple Carrot’s to sell the subscription service's line of plant-based meal kits. While most meal kit services are delivery-based, Purple Carrot is now making an effort to reach consumers in the grocery store as well.
As part of Purple Carrot's partnership with Whole Foods, customers will be able to purchase plant-based meal kits along with their other groceries. The in-store meal kits will be largely the same as those provided to subscription-paying customers, meaning they will include pre-portioned ingredients and step-by-step cooking instructions. The first meal available will be Mongolian seitan stir fry, with other options being rotated in approximately every three weeks.
The partnership between Purple Carrot and Whole Foods not only helps the brand reach a new type of customer, but it also helps consumers interested in the service test it out before committing.