GERMANY: Rewe launches recipe box delivery service | Progresiv

Following the success of start ups like HelloFresh, Rewe has launched its own meal kit delivery service in Germany. HelloFresh, which originated in Berlin, launched in 2012 and has become increasingly popular. In the first nine months of 2016 is achieved worldwide sales of 440 million euros (472 million dollars), double its sales in the same period of 2015. A number of similar start ups have also since entered the German market including Kochhaus and Kochzauber, but Rewe is the first major grocery retailer to introduce the service.

Rewe recently launched a new app for its online shopping site and has been working to provide customers with more flexible and convenient ways to shop. Its new app has improved functionality and customers can now order and pay for their groceries all in one go. Its meal kit service builds on this offer, with customers able to choose a recipe and select from recommended ingredients according to price and brand. This gives more flexibility and choice to the customer than the HelloFresh model, but targets the same customers who are looking to save time but still cook at home.

The introduction of the meal kit solution demonstrates Rewe's commitment to strengthening its multichannel offer, creating convenient ways for shoppers to purchase their groceries and save time. The advantage of purchasing a meal kit from a supermarket chain is that the service is combined with the online ordering service, allowing customers to purchase their usual groceries as well as the specific meal kits. This increases its convenience to shoppers and means that they only need to make one order from one place for all their grocery needs. (www.igd.com)