Dive Brief:
- Online grocer Good Eggs has started selling meal kits that combine its own fresh products with spices and sauces developed by culinary brand Momofuku through an exclusive arrangement between the companies, according to an emailed announcement.
- Good Eggs is providing same-day delivery of the kits along with Momofuku’s salts, spices and sauces to shoppers in parts of California including Los Angeles, Orange County, Napa Valley and San Francisco Bay areas.
- Good Eggs’ decision to work with Momofuku follows the e-grocer’s expansion to the Los Angeles area earlier this year.
Dive Insight:
Grocers have for years offered fresh meal kits online and in their stores. What’s unique about this partnership is that it combines fresh products like produce, meat and seafood from Good Eggs with the recipes as well as sauces and spices developed by Momofuku to create exclusive dishes for at-home cooks.
Good Eggs will carry a rotating menu of four or five meal kits based on recipes developed by Momofuku founder and chef David Chang each month. The products will use ingredients from local producers the grocer already works with, including Sinto Gourmet, based in San Francisco, and Hikari Farms of Watsonville, California.
The offerings include Momofoku’s Weeknight Bo Ssäm Pulled Pork, a dish the food company said costs about $90 per person in its restaurants but will be available for between $15 and $50 through Good Eggs.
Good Eggs is partnering with Momofuku as it looks to deepen its presence in California, where it has been concentrating operations after a failed effort to expand to other parts of the United States.
The company, which brought in sales of more than $100 million in 2021 in the San Francisco area, has said it is targeting $1 billion in sales in the California. In February, Good Eggs announced that it had raised $100 million and planned to use the capital to fund expansion in the Golden State.
Good Eggs is working to expand its business in what is proving to be a difficult environment for e-grocers. Farmstead, another online-only grocer based in California, said in August that it had stopped operating in four markets it expanded to during the last two years because of challenging economic conditions.
Farmstead narrowed its service area to the San Francisco area as a result of the move, although the company said it retained its leases in the areas where it halted service in hopes of eventually resuming operations in those regions.
