Munchies Meal Kits by Vice Media, US Munchies Meal Kits by Vice Media, US
Munchies Meal Kits by Vice Media, US Munchies Meal Kits by Vice Media, US
Munchies Meal Kits by Vice Media, US Munchies Meal Kits by Vice Media, US
Munchies Meal Kits by Vice Media, US Munchies Meal Kits by Vice Media, US

Vice Media launches meal kits for home delivery

09 : 06 : 2017 Food : Munchies : Convenience Culture

US – Munchies Meal Kits enable consumers to replicate the dishes they see online.

Targeted at a young Millennial and Generation Z audience, the meal kits include the recipes and ingredients needed to recreate Munchies chef Matty Matheson’s culinary creations, from a fried chicken dinner to a recipe for trout almondine with green beans and almonds.

Tying in with Munchies’ current media offering, customers can also watch cooking tutorial videos featuring Matheson, who hosts a guide to cooking series on Vice's website. Unlike most home-delivery meal kits, there is no subscription model and instead customers can order as a one-off.

By combining media content with consumers desire for a more convenient approach to food, Munchies is able to establish its point of difference in a saturated market.

'Through our meal delivery capabilities, the MUNCHIES reader can now have a hands-on experience with the engaging content and delicious recipes they seek with a simple click of a button,' says Kyle Ransford, CEO at Chef’d.

The Big Picture

  • Convenience food has evolved beyond cheap and nutritionally deficient fast food
  • Consumers are willing to spend on easily accessible, good-quality food. For more, see our Convenience Culture market report parts 1 and 2