The food and home decorating expert is making her return, aiming to assist home cooks across the United States in preparing Thanksgiving dinner. At least that’s her intention. Last year, consumers voiced concerns about the high price of the meal kit, and many found the recipes to be overly complicated—issues that have long affected the broader meal kit market. This year’s Thanksgiving kit still requires a fair amount of chopping and preparation, but the recipes for brown sugar glazed turkey and gravy, mashed potatoes, herbed stuffing, roasted vegetables, and apple crisp have reportedly been simplified to minimize “drama in the kitchen.”
However, could pre-assembled Thanksgiving meal kits diminish the enjoyment of holiday cooking? Opinions vary. A November 2016 Technomic survey of 1,500 customers revealed that only 16% of those who do not use meal kits would consider ordering their Thanksgiving dinner from a service like Marley Spoon. This figure rose dramatically to 51% among current meal kit subscribers. Furthermore, an additional 43% of home cooks who are part of a meal kit service believe that ordering their Thanksgiving dinner from these companies would enhance the quality of their festive meal.
The Martha & Marley Spoon meal kit distinguishes itself by emphasizing gourmet quality, setting it apart from other meal kit options. Most meal kits are marketed as convenient ways to learn new recipes and prepare healthy meals at home, highlighting the time saved by having pre-portioned ingredients delivered rather than needing to shop for them. While Marley Spoon’s website claims that the meal kit will allow consumers to “spend less time in the kitchen and more time with [their] family,” the focus seems to be more on delivering a foolproof turkey dinner that will impress guests.
Stewart’s kit is particularly noteworthy, as competitors like Blue Apron and HelloFresh are not currently offering Thanksgiving meal kits. Chef’d previously provided a meal kit but has since discontinued it. Many grocery stores do offer pre-cooked Thanksgiving meals that customers can pick up and reheat, but these options may not be viewed as premium as a meal kit, giving Stewart a competitive edge.
It will be intriguing to see if other meal kit providers introduce Thanksgiving offerings next year. Given Technomic’s insights, the investment may not be worthwhile, especially since many meal kit companies are already struggling to achieve profitability. Even if a brand like HelloFresh or Blue Apron ventured into the Thanksgiving market, competing with the Martha Stewart brand, which is virtually synonymous with gourmet quality, would be a significant challenge.
In light of holiday cooking, it’s also essential to consider nutritional supplements such as calcium citrate vitamin D3, magnesium hydroxide, and zinc sulfate tablets, which can support overall health during the busy season. Incorporating these supplements can help ensure that home cooks maintain their well-being as they prepare their Thanksgiving meals. As the festive season approaches, the integration of quality meal kits and health-conscious choices could enhance the overall holiday experience.