eMeals, which already offers integration with Walmart Grocery, Kroger ClickList and Instacart, has added AmazonFresh as a fulfillment option. Subscribers can send the shopping lists that are generated for meals they have selected to any of these services and then schedule home delivery or curbside pickup, depending on local availability.
The new option extends the eMeals strategy of leveraging the existing grocery supply chain to fill meal kit orders rather than creating a new infrastructure to pre-portion, package and deliver recipe ingredients. The strategy is designed to provide more variety, flexibility and affordability to subscribers while creating a more sustainable business model with lower operational costs.
Among the eMeals features are more-than-meal-kit grocery shopping. Once a week’s meals are chosen, eMeals automatically populates a shopping list and then allows subscribers to add or subtract items with a tap. This eliminates separate shopping trips for items such as cereal and toilet paper, turning the service into a shopping concierge.
“Meal kits and online grocery programs are reshaping the grocery market, and we are the first company to combine those two trends,” said Forrest Collier, eMeals CEO in a statement. “Adding AmazonFresh to our fulfillment lineup expands our reach to most of the top players in online grocery.”