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.
The 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.
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