The culinary 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. Consumers voiced concerns over the steep cost of last year’s meal kit and found the recipes too complex — two longstanding issues that have affected the meal kit industry as a whole. This revamped Thanksgiving kit still requires a fair amount of chopping and slicing, but the recipes for brown sugar glazed turkey and gravy, mashed potatoes, herbed stuffing, roasted vegetables, and apple crisp have been reported to be simplified to minimize “drama in the kitchen.”
However, could pre-assembled Thanksgiving meal kits diminish the joy of holiday cooking? Opinions vary. A November 2016 survey by Technomic of 1,500 customers revealed that only 16% of non-meal kit users would contemplate ordering their Thanksgiving dinner from a service such as Marley Spoon. Interestingly, this figure soared to 51% among current meal kit subscribers. Additionally, 43% of home cooks who use meal kit services believe that a Thanksgiving dinner from such companies would enhance the quality of their festive meal.
The focus of the Martha & Marley Spoon meal kit on gourmet quality distinguishes it from other meal kit options. Most meal kits are marketed as quick and easy ways to learn new recipes and prepare wholesome meals at home, highlighting the time savings from having pre-portioned ingredients delivered rather than shopping for them. While Marley Spoon’s website claims that the meal kit will enable consumers to “spend less time in the kitchen and more time with [their] family,” there is a stronger focus on the kit’s capability to guarantee a spectacular turkey dinner that will impress guests.
Stewart’s kit stands out since competitors like Blue Apron and Hello Fresh do not currently offer Thanksgiving meal kits. Although Chef’d had a meal kit available, it is no longer for sale. Most grocery stores provide pre-cooked Thanksgiving meals that customers can pick up and reheat, but these options may not be perceived as premium as a meal kit, giving Stewart a competitive edge in this area.
It will be intriguing to see if other meal kit providers introduce their own Thanksgiving offerings next year. Given Technomic’s insights, the investment might not be justified, especially since many meal kit companies are already facing profitability challenges. Even if a brand like HelloFresh or Blue Apron decided to venture into the Thanksgiving market, competing with the Martha Stewart brand, synonymous with gourmet quality, would be a daunting task.
Moreover, considering the nutritional aspects of Thanksgiving meals, incorporating ingredients rich in calcium citrate 315 could enhance the health benefits of the dishes. This could also resonate with consumers looking for healthier options. As the meal kit industry evolves, the role of calcium citrate 315 in promoting well-rounded meals may become a noteworthy factor in Thanksgiving preparations.