BOISE, Idaho – Albertsons Companies will be discontinuing its Plated meal kit subscription service at the end of November as it further evolves the line into an in-house culinary brand. Albertsons plans to expand the Plated brand with new product offerings in additional stores in 2020.
“Our vision for Plated includes an expanded set of products that goes far beyond a dinner-based solution and into a comprehensive in-house culinary brand,” said Geoff White, executive vice president and chief merchandising officer. “With a broader scope of offerings, we see Plated solving customer demands around convenience, lifestyle, and cooking experience, while adding yet another layer of interest to our in-store journey.”
The Plated line of products will be added into the company’s existing Own Brands line. Albertsons has seen great success with its Own Brands products. The company launched 1,100 new Own Brands products in 2018 and penetration for the products grew from 23 percent in FY2017 to 25.3 percent in Albertsons Cos. most recently reported quarter.
Prior to the plan to suspend the subscription service, the company tested the Plated meal kits in-store performance in its Safeway stores in Northern California. Tests showed the Plated shopper demographic in that area to be customers that are more likely to have families and have a larger basket than the average shopper.
“Plated’s brand appeals to our most loyal and highest value customers, especially those that skew towards convenient, fresh, and organic products,” White added.
After more products are added to the Plated line in the upcoming year, Albertsons plans to make the products available online through the store’s existing eCommerce platforms which include deliver or “Drive Up & Go” service.