Two new meal kits have been launched to cultivate a niche lifestyle with mail-order food.
Even after The Daily Harvest’s horrific food poisoning outbreak, there’s been a constant stream of brands trying to empower their customers’ stay-at-home habits by somehow offering meal kits.
Minnesota-based Life Time Fitness’ new Nurra looks like they’re at home with those preparing healthy meals. We offer 18 different microwaveable meals. The plan ranges from 4 substantial healthy meals per week ($68 plus shipping) to 20 meals for $240 per week (free shipping).
All meals are created by Life Time Executive Chef Ryan Dodge to extend your healthy lifestyle beyond the fitness club. They all feature wholesome, hearty, and varied healthy-diet-friendly dishes like those found at the Lifestyle Club.
“At Life Time, we know how important exercise and movement are to live a healthy and happy life, but we always say that the most important piece of equipment you use every day for your health is your fork.” Dodge said.
All meals are prepared in the concession kitchen and delivered once or twice a week, depending on your plan. A company representative said, “Life Time is a great tribute to the healthy living ecosystem. , is a great resource for getting healthy meals delivered straight to your door.”
The company has not disclosed how long the trial will continue or how it will expand to more than 150 fitness clubs nationwide.
Eleven Madison Home offers a hefty vegan splash at a potentially impractical place in the meal kit industry. Kits are currently being delivered to parts of Manhattan and Brooklyn. Chef Daniel Humm, who will reopen Eleven Madison Park in 2021, says the box will help him address the relationship between food and climate.
“What would be the impact of eating plant-based foods more often? You don’t have to eat like this every day, but even just one day a week can have immediate positive effects. This is new. Not an idea, but more urgent, so let’s start day one,” Humm wrote.
Serving from a legendary restaurant (do you mean restaurateurs?) that has gone vegan doesn’t come cheap. For $150 ($285 for two), customers can get “a day of ready-to-eat meals, including breakfast, lunch, dinner, dessert, soup and snacks,” according to the company’s website. increase.
Customers can also “enhance” the box with add-ons such as granola ($65), 12-ounce house blend coffee ($25), and roasted curried cauliflower ($75). As an Eater reviewer wrote, “What you get is an uneven, mostly perky, day’s worth of meals at the expense of how much money most people spend on groceries over the course of several weeks.”
It’s hard not to stick to the price. That’s a lot, but I’m going to eat at Eleven Madison Park, where the prix fixe menu runs $335 before tip, drink, or “enhancement.”
The cost of meal kits has long been a gripe, but the next wave of meal kits is poised to push it even further while delving even deeper into the lifestyle niche.
For context, Blue Apron is around $11.99 per serving, and the lowest Nurra is $16.99. Daily Harvest is $8.99 per serving (usually one serving) and Eleven Madison Home is $50 per serving (with snacks).
It remains to be seen whether the ‘niche down’ tactic will resonate with customers for these brands, but it certainly deserves attention.