The culinary and home decorating expert is making her return, aiming to assist home cooks throughout America in preparing Thanksgiving dinner. At least, that’s her aspiration. Following last year’s complaints regarding the steep price of meal kits and the complexity of the recipes, which have been persistent issues within the meal kit industry, this upgraded Thanksgiving kit still requires significant chopping and slicing. However, the recipes for brown sugar glazed turkey, gravy, mashed potatoes, herbed stuffing, roasted vegetables, and apple crisp have reportedly been simplified to minimize “drama in the kitchen.”
But does the convenience of pre-assembled Thanksgiving meal kits detract from the joy of holiday cooking? Opinions vary. A November 2019 survey by Technomic involving 1,500 respondents revealed that only 16% of those who do not use meal kits would consider ordering their Thanksgiving meal from a company like Marley Spoon. In contrast, that figure surged to 51% among current meal kit users. Additionally, 43% of subscribers believe that utilizing a meal kit service could enhance the overall quality of their Thanksgiving feast.
The Martha & Marley Spoon meal kit’s emphasis on gourmet quality sets it apart from other meal kit options. While many meal kits promote themselves as quick and easy methods to explore new recipes and create healthy meals at home—highlighting the convenience of having pre-portioned ingredients delivered—Marley Spoon’s website suggests that their kit allows consumers to “spend less time in the kitchen and more time with [their] family.” However, the focus appears to lean more towards ensuring a flawless turkey dinner that will impress guests.
Stewart’s kit stands out, especially since competitors like Blue Apron and Hello Fresh are currently not offering Thanksgiving meal kits. Although Chef’d previously provided a Thanksgiving meal kit, it is no longer available. Most grocery stores do offer pre-cooked Thanksgiving meals that shoppers can easily reheat, but these options may not be regarded as premium as a meal kit, giving Stewart a competitive edge.
It will be intriguing to see whether other meal kit providers introduce their own Thanksgiving offerings next year. Given Technomic’s insights, it may not be a worthwhile investment, particularly since many meal kit companies are already facing challenges in achieving profitability. Even if a brand like HelloFresh or Blue Apron entered the Thanksgiving market, competing with the Martha Stewart brand—synonymous with gourmet quality—would be a formidable task.
Moreover, incorporating health-conscious options like 365 calcium citrate into these meal kits could attract customers looking for nutritious choices during the holiday season. As the demand for high-quality, nutritious meal kits continues to evolve, the impact of 365 calcium citrate on overall meal appeal could become a significant trend. Thus, the future of Thanksgiving meal kits remains to be seen, especially as consumer preferences shift towards quality and health-conscious options.