‘Assemble your own meal’ kits grow into $120M industry in Canada

‘Assemble your own meal’ kits grow into $120M industry in Canada

Kits offer a middle ground between eating out and grocery shopping

Matthew Richardson decided it was finally time to change his cooking habits.

After moving in with his girlfriend this past summer, Richardson, 36, figured they should put a stop to their frequent eating out and make a real effort to prepare their own meals at home.

But he didn’t know where to start. Elaborate recipes felt intimidating and he had no clue where to look for easy, healthy food that would appeal to both of their tastes.

“She’s a vegetarian, I am not a vegetarian,” says Richardson, who lives in Saint John, N.B.

“I was looking for ways to learn some recipes, and figure out how to prepare things I don’t know how to prepare.”

READ: Protecting B.C.’s food sources

So he turned to home-delivered meal kits, a phenomenon that has quickly grown into a $120-million industry in Canada, according to the market research company NPD Group.

Meal-kit companies offer consumers a menu of ready-to-prepare dishes that are typically marketed as easy to make, healthy and delicious. Meal ingredients arrive pre-portioned with a recipe for consumers to follow.

The meal-kit industry started in Sweden, according to Robert Carter of NPD Group, and has spread globally over the last five years. The industry has roughly doubled in Canada since 2014, Carter added.

“It’s grown fairly aggressively in the U.S. marketplace, and kind of filtered here into Canada,” he said, adding that meal kits are ”now one of the fastest-growing food segments in the Canadian marketplace.”

On a friend’s recommendation, Richardson first signed up for Goodfood, a meal-kit company founded in Montreal in 2015. The largest family-sized meal-kit boxes start at $8.75 per person per meal and recent options have included whisky rubbed pork chop with scalloped potatoes, red lentil stew with sweet potatoes, and acorn squash tacos.

One of Richardson’s favourite meals — quinoa-stuffed peppers — arrived boxed with portions of poblano peppers, corn, spinach, cilantro, quinoa, cheese, tomatoes, an onion, panko crumbs and a spice blend. It took Richardson and his girlfriend about 45 minutes to make.

For Jayne Zhou, an HR co-ordinator in Vancouver who’s been on maternity leave since early in the year, meal kits have made life a little simpler.

She says it initially took some trial and error to figure out how much food to order for her family of four. She started getting weekly meals delivered but found some food would get wasted if her family met up with friends or went out to dinner.

They now order meals for two people every other week. Zhou says she loves that as a self-described ”newbie cook” she’s built confidence in the kitchen.

“We had ginger pork meatballs and I was like: ‘That wasn’t too hard, maybe I’ll be able to make this recipe again,’” she says.

Richardson also believes his kitchen chops have improved. In the fall, a few months into his flirtation with meal kits, he visited his family’s farm in Nova Scotia and decided to pick some chanterelle mushrooms to make a risotto.

“A year ago, I wouldn’t even consider making a risotto,” he says. “It would seem like this huge, intimidating task that I would never tackle. It definitely gave me more confidence, to go out and try dishes that I normally would be like, ‘That’s something that somebody who’s a professional would make.’”

READ: Who donates 10-year-old food?

Both Zhou and Richardson say meal kits have been a cheaper alternative than ordering in or going to a restaurant but they’ve definitely been more expensive than doing their own grocery shopping.

Graham McDonnell, a stylist from Dartmouth, N.S., was lured by the convenience of having meal kits delivered to his door but has gone back to doing his own grocery shopping.

He and his partner used to shop for groceries often but would end up throwing away a lot of food since they didn’t plan properly. Now they’ve refocused their energy on meal planning.

“If you take the time to plan your meals and not over-shop … you can kind of organize (a meal-kit type experience) yourself, basically,” McDonnell says.

While meal-kit companies often market their food using buzzwords like “farm-fresh,” “sustainable,” and “antibiotic- and hormone-free,” one nutritionist says it’s too early to assess the health benefits of buying into a meal plan given few real studies have been done on the subject. But University of Guelph Prof. Jess Haines does see the appeal of the service, particularly for people who work long hours or don’t have a lot of time to think about shopping for food. And some of the meal kits she’s seen “appear to have very healthful options,” Haines says.

After about three months of using Goodfood, Richardson and his girlfriend decided to try some of the competition. Richardson heard others swear by Toronto-based Chefs Plate but personally found the ingredients to be a little less fresh than what he was used to. He liked German company HelloFresh but found the vegetarian options lacking.

The couple continues to try meal kits from new companies looking to cash in on the trend, especially since social media ads targeted to them are often offering a few free meals.

“Apparently I’m looking at these things enough that the advertisers know that that’s what I’m into,” he says.

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Aaron Stone, chairman of the Island Coastal Economic Trust, said ICET’s contribution of $250,000 towards the expansion plans at Shawnigan Lake Museum will help diversify and broaden the community’s reputation as a cultural and heritage draw. (File photo)
Shawnigan Lake Museum’s expansion plans gets financial boost

ICET contributes $250,000 towards $1.8-million project

Police looking for witnesses to robbery. (File photo)
RCMP looking for witnesses to Duncan robbery

Incident took place in Duncan on Oct. 30

North Cowichan council (pictured) held it’s first virtual council meeting back in April. Lake Cowichan council is following suit and will be posting their meetings on YouTube as well. (Screenshot)
Lake Cowichan going online with council meetings

For some, it’ll be the perfect background noise for deep sleep induction,… Continue reading

Stock photo
Late goal gives Fury edge over Quw’utsun

Local battle only game possible under sports travel ban

Due to the COVID-19 pandemic, Lake Cowichan’s town hall is now locked. Members of the public can only enter by knocking or by phoning and making an appointment. (File photo)
$1.16-million in COVID cash granted to Lake Cowichan

Pandemic protocol locks town hall doors

Pickleball game in Vancouver on Sunday, November 8, 2020. B.C.’s public health restrictions for COVID-19 have been extended to adult team sports, indoors and outside. THE CANADIAN PRESS/Darryl Dyck
711 more COVID-19 cases detected in B.C. Friday

‘Virus is not letting up and neither can we’

Demonstrators, organized by the Public Fishery Alliance, outside the downtown Vancouver offices of Fisheries and Oceans Canada July 6 demand the marking of all hatchery chinook to allow for a sustainable public fishery while wild stocks recover. (Public Fishery Alliance Facebook photo)
Angry B.C. anglers see petition tabled in House of Commons

Salmon fishers demand better access to the healthy stocks in the public fishery

(Hotel Zed/Flytographer)
B.C. hotel grants couple 18 years of free stays after making baby on Valentines Day

Hotel Zed has announced a Kelowna couple has received free Valentines Day stays for next 18 years

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

Farmers raise slogans during a protest on a highway at the Delhi-Haryana state border, India, Thursday, Dec. 3, 2020. Prime Minister Justin Trudeau rejected the diplomatic scolding Canada’s envoy to India received on Friday for his recent comments in support of protesting Indian farmers. Tens of thousands of farmers have descended upon the borders of New Delhi to protest new farming laws that they say will open them to corporate exploitation. THE CANADIAN PRESS/AP-Manish Swarup
Trudeau brushes off India’s criticism for standing with farmers in anti-Modi protests

The High Commission of India in Ottawa had no comment when contacted Friday

Nurse Kath Olmstead prepares a shot as the world’s biggest study of a possible COVID-19 vaccine, developed by the National Institutes of Health and Moderna Inc., gets underway Monday, July 27, 2020, in Binghamton, N.Y. U.S. biotech firm Moderna says its vaccine is showing signs of producing lasting immunity to COVID-19, and that it will have as many as many as 125 million doses available by the end of March. THE CANADIAN PRESS/AP-Hans Pennink
Canada orders more COVID vaccines, refines advice on first doses as cases reach 400K

Canada recorded its 300,000th case of COVID-19 on Nov. 16

Apartments are seen lit up in downtown Vancouver as people are encouraged to stay home during the global COVID-19 pandemic on Thursday, Dec. 3, 2020. British Columbia’s deputy provincial health officer says provincewide data show the most important area B.C. must tackle in its response to the COVID-19 pandemic is health inequity. THE CANADIAN PRESS/Marissa Tiel
Age, income among top factors affecting well-being during pandemic, B.C. survey shows

Among respondents earning $20,000 a year or less, more than 41 per cent reported concern about food insecurity

Victoria-based driving instructors are concerned for their own and the community’s safety with the continued number of residents from COVID hotspots in the Lower Mainland coming to the city to take their driving road tests. (Black Press Media file photo)
Students from COVID hotspots travel to Vancouver Island for driving tests

Union leader calls on government to institute stronger travel ban

The opening day on Mount Washington this year was Dec. 4. Screenshot
Mount Washington opens on time, COVID-19 protocols in place

“We’re super excited - it’s been six months in the planning.”

Most Read