US food major Kraft Heinz plans to deliver fresh ready-meals to customers’ homes in Europe following a trial in the Netherlands.
A pilot launch was conducted in the Netherlands with the ketchup maker’s Honig brand during the first Covid-19-related lockdowns across the region and will now gradually be extended to other parts of Europe, starting with major cities in Germany, France, Italy and Spain.
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By GlobalDataThe plans were first revealed in the Dutch media and confirmed by Kraft Heinz, which rolled out a direct-to-consumer (D2C) service for Heinz baked beans and soups in the UK at the height of the pandemic in April, before adding spreads and sauces to the line-up.
A spokesperson for the company said Kraft Heinz will replicate the Netherlands model by using so-called dark kitchens, or kitchens that are restricted to a delivery-only service because of limits or bans on in-house diners linked to the pandemic.
It will use a mixture of a delivery service and D2C, encompassing brands such as Honig, but also other local product lines such as Orlando that Kraft Heinz has in continental Europe, the spokesperson confirmed.
