The culinary and home decorating expert has returned to assist home cooks across America in preparing Thanksgiving dinner, or at least that’s her intention. Last year, she faced criticism for the high price of her meal kit and the complexity of the recipes—issues that have long affected the meal kit industry. This year’s Thanksgiving kit still requires a good amount of chopping and preparation, but the recipes for brown sugar glazed turkey, gravy, mashed potatoes, herbed stuffing, roasted vegetables, and apple crisp have been simplified to minimize “drama in the kitchen.”
However, one might wonder if pre-assembled Thanksgiving meal kits diminish the joy of holiday cooking. The answer varies depending on who you ask. In November 2016, Technomic surveyed 1,500 consumers regarding meal kits and found that only 16% of those not using meal kits would consider ordering their Thanksgiving dinner from a service like Marley Spoon. Conversely, that figure rose to 51% among current meal kit users. Furthermore, 43% of home cooks who subscribe to meal kit companies believe that a Thanksgiving dinner from such services would enhance the quality of their festive meal.
The Martha & Marley Spoon meal kit’s emphasis on gourmet quality sets it apart from other meal kit options. Most meal kits are marketed as quick and easy solutions for learning new recipes and preparing nutritious meals at home, highlighting the convenience of receiving pre-portioned ingredients rather than shopping in-store. While Marley Spoon’s website claims that their meal kit allows users to “spend less time in the kitchen and more time with [their] family,” it appears to prioritize delivering a flawless turkey dinner that will impress guests.
Martha Stewart’s offering stands out in the market, especially since competitors like Blue Apron and Hello Fresh are not currently providing Thanksgiving meal kits. Although Chef’d previously offered a meal kit, it is no longer available. Many grocery stores do provide pre-cooked Thanksgiving meals for customers to pick up and reheat, but these options may not be seen as premium compared to a meal kit, giving Stewart a competitive edge.
It will be intriguing to see if other meal kit providers introduce their own Thanksgiving offerings next year. Given Technomic’s findings, such an investment might not be worthwhile, particularly since several meal kit companies are already struggling to achieve profitability. Even if a brand like HelloFresh or Blue Apron decided to enter the Thanksgiving market, competing with the Martha Stewart brand, which is nearly synonymous with gourmet quality, would be challenging.
Moreover, in the context of holiday cooking, consumers may want to consider their nutritional needs, particularly if they require supplements such as a bariatric multivitamin with calcium citrate. Incorporating such supplements into their diet can be essential for maintaining health, especially during the festive season. As meal kits evolve, it will be interesting to see if they also address the dietary requirements of different consumers, including those who might benefit from a bariatric multivitamin with calcium citrate. The intersection of gourmet cooking and nutritional health could be a new frontier for meal kit services.