Thresher is hoping that offering Leapingsalmon’s premium meal solutions in-store will help it to fend off competition from the supermarket sector and move the brand further up market. Those that stake a claim in this sector now should do well as the premium meal solution market is one that still has plenty of mileage for growth.
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UK wine retailer Thresher has acquired the gourmet meal kit delivery company leapingsalmon.com and aims to sell the meal solutions in its stores by the end of the summer. Thresher will install chiller cabinets in 500 of its 2000 stores, targeting those with heavy commuter traffic to capture consumers looking for a meal that evening on their way home.
Thresher will be hoping that the deal will help it reposition itself more up market with a stronger convenience proposition to stem the competitive pressure from supermarkets.
Thresher is clearly keen to capitalise on the growing demand for high quality foods and drinks. The retailer recently launched a Prestige line of wines that retail at up to £50 (US$81.2).
To provide further points of differentiation and new growth opportunities, Thresher will likely want to capitalise on Leapingsalmon’s potential as a convenient dinner party solution for those throwing parties at home. Such a move will help the retailer further penetrate the lucrative time-pressured affluent consumer group.
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By GlobalDataThresher’s new meal solution offering will put it head-to-head with Unilever-owned premium meal kit vendor Rocket. Rocket recently acquired some of Leapingsalmon’s retail sites and has teamed up with Benjy’s sandwich chain in an effort to expand its retail network. However, Thresher benefits from having an existing extensive retail distribution network and a strong brand in this emerging sector.
Specialty and gourmet foods are flourishing across Europe as consumers become increasingly uninspired by mass-produced food. In 2001 the specialty food and drinks market was worth €33.8bn (US$38.3bn). The market is expected to grow at an annual rate of 4.4% to reach a value of €41.9bn by 2006. With such potential in this healthy, emerging market there should be room for both Rocket and Leapingsalmon to grow as providers of premium retail meal solutions.
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