Culinology in the 2022 Meal Kit Industry

Wednesday, March 23 | 11:00 AM - 12:00 PM CT


Colin Mills, M.Sc., Senior Recipe Developer at HelloFresh

Domains: Product Development / Marketing Strategies / BusinessLivestreamed ContentCulinologist

What started as an almost inescapable, aggressively marketed fad 10 years ago with the emergence of Blue Apron in the US market, the meal kit industry has evolved into a household staple for millions of Americans. This staple is now challenging our models of supply chains and in-home dining experiences at scale. This ever growing category offers new opportunities and challenges which require the diverse expertise of the modern culinologist. As a senior recipe developer within the world's leading meal kit company, I am here to discuss my experience designing food products for meal kits with you. Not only that, but also how I make dynamic data-driven decisions within the test kitchen and share insider information on our rapid development pipeline. This will also be a time to reflect on how far the industry has come, where it stands 10 years later, and where it plans to expand in the coming years. In addition, I will correct the large misconception that meal kits are particularly more environmentally detrimental with their use of chosen packaging methods and elaborate on current corporate sustainability strategies as well as university studies which suggest that the meal kit model is actually more sustainable than grocery stores. 

Learning Takeaways:

  • Learn that meal kits have evolved from a novel fad to a household staple even after COVID demand and are looking to challenge many other meal occasions.
  • Change your understanding of how meal kits are more sustainable than the traditional grocery store model.
  • Discover how creating products for meal kits come with several developmental challenges and require innovative developmental strategies.