BOISE, Idaho -- Albertsons has acquired meal-kit company Plated for an undisclosed amount in a deal expected to close later this month.
The deal gives Boise, Idaho-based grocer Albertsons a recognized name in meal kits, while Plated can now market itself in 2,300 Albertsons and related locations to 35 million customers per week. The deal also opens the meal-kit company to the grocer’s financial support. The companies plan to offer meal kits in stores and online. Additionally, the press release announcing the deal mentions the meal kits will reach customers through “a variety of distribution options.”
"Today's consumer is looking for a variety of personalized shopping alternatives, and this transaction is the latest example of Albertsons Cos. meeting our customers wherever and however they like to shop," said Bob Miller, chairman and CEO of Albertsons Cos.
Plated will continue to operate as a distinct consumer brand with its own leadership team led by co-founder and CEO Josh Hix. The company will keep its headquarters in New York City, with fulfillment centers across the country. Existing Plated customers should expect the service to continue as usual, the company said.
"Albertsons Cos. is at the forefront of the changing food and grocery landscape with their customer obsession, their large national store footprint, and their exciting plans for the future of the grocery store,” said Hix. “As meal kits continue to gain traction in the marketplace, we believe the winning formula combines choice, flexibility, culinary expertise and the ability for customers to buy across channels—all of which we are now singularly positioned to deliver in collaboration with Albertsons Cos."
This acquisition is yet another example of the blurring lines between online and physical retail and reflects Albertson’s web-focused strategy. The grocer hired technology leads with experience outside of grocery this summer and plans to expand online ordering.
Albertsons Cos. is one of the largest food and drug retailers in the United States. It operates stores in 35 states and the District of Columbia under 20 banners, including Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen and Carrs.
Plated launched in 2012 and is a recognized name in the meal-kit space. Customers choose from 17 recipes each week and a box is delivered to their door with all of the necessary ingredients and recipes. The company’s culinary team is led by Le Cordon Bleu-trained chef Elana Karp.
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