Weight Watchers Rivals Blue Apron with Soon-to-Launch Meal Kits
- by Geneva Hutcheson
NEW YORK, NY - Weight Watcher (WW) International announced that as part of its WW Healthy Kitchen™ collection, the company is working with fresh food industry innovator FreshRealm, LLC, to create and distribute convenient, healthy, quick-prep meal kits.
The new collection includes various products, content, and experiences, all aimed at making healthy cooking and eating easier, both at home and on the go, according to a recent press release. The collection will be available—alongside individual products—at retailers in the second half of 2018.
"At WW, our goal is to be a partner to everyone on their pursuit toward healthier living," said Mindy Grossman, President and CEO of Weight Watchers. "We know people today need the tools, inspiration, and community to develop healthy habits in their day-to-day lives. Whether through a collection of delicious and satisfying recipes, custom WW kitchen tools, or fresh, quick-prep meal kits, we are delivering the solutions that make healthy eating and cooking accessible, easier, and simpler for all."
In addition to the meal kits, the WW Healthy Kitchen line will include branded tools and products developed with Gibson Overseas, Inc. and WW Freestyle™ inspired recipes curated by new WW member and brand ambassador Chef Eric Greenspan.
"For generations, our mission at Gibson has been to provide customized solutions," said Sal Gabbay, CEO of Gibson Overseas, Inc. "It's powerful to know by partnering with WW to develop this distinct and superior line of products and tools, we will make a significant impact on people's lives. These products are simple, convenient, and specifically tailored to help people eat healthier on their journey to health."
With the meal kits, WW and FreshRealm hope to make healthy cooking accessible to everyone, even those who live busy lives.
"There has been a shift in what people demand as it relates to the food they consume; people are busier so they want convenience, but they also desire fresh foods—whether they are on-the-go or at home with their family," said Michael Lippold, Founder & CEO of FreshRealm. "We're working closely with WW to deliver on all these points with a distinguished product line of healthy and delicious quick-prep meals."
To stay in the know on meal kit trends, keep reading AndNowUKnow.