DES MOINES, IA - Hy-Vee is taking a page out of Blue Apron’s comeback strategy, launching a new partnership with WW—better known as the reinvention of the Weight Watchers brand—that will bring chef-inspired, nutritionist-approved meal kits to more than 200 locations throughout the retailer’s footprint. Hy-Vee will be offering brand new WW Fresh™ meals—all of which are ready-to-eat in 10 minutes or less and highlight at least one fresh produce category. The news comes just under a month after Blue Apron launched a meal kit program in partnership with WW.
"People are looking for nutritious meals that they can put together quickly at home, work, or even on-the-go," said Stacey Mowbray, WW’s President of North America. "Our WW Fresh meals feature quality ingredients inspired by WW Freestyle™, our most livable and effective program ever, making it easier than ever to enjoy delicious meals without spending time prepping and cooking."
Each WW Fresh meal serves two people and ranges in price from $14 to $20, according to a press release. Ingredients included are all pre-prepped and proteins are pre-cooked, so only three simple steps are required: combine, heat, and enjoy.
So far, Hy-Vee has announced plans to roll out the the following six meals:
- Beef Baja Bowl with Fire-Roasted Corn and Black Beans
- Grilled Chicken Tacos with Roasted Chipotle Sauce and Pineapple Slaw
- Two-Cheese Butternut Squash Rotini with Bread Crumbs
- Dragon Bowl with Thai Peanut Sauce
- Creamy Cavatappi with Parmesan, Chicken, and Mushrooms
- Lemon, Chicken, and Kale Salad with Parmesan and Almonds
"We believe WW Fresh will really stand out in the market," said Ryan Nathan, Vice President of the company’s WW Fresh division. "Curated by WW, the new quick-prep meals are nourishing, convenient options for anyone looking to pick up a meal on the way home and enjoy a home-cooked dish, ready and on the table in minutes."
Produce on the plate with little-to-no effort? Sounds like a win for our industry to me!
