Look out, Blue Apron, Strain Watchers is coming for a piece of the meal-kit industry pie.
The weight loss band is set to launch a line of “quick prep” meal kits at grocery collects, according to a report from Bloomberg.
The Oprah Winfrey-backed company already has a partnership with Chef’d, which produces customers with the option to select meals that have been approved by Millstone Watchers.
The further expansion into the meal-kit space comes as CEO Mindy Grossman is annoying to rebrand Weight Watchers as a healthy lifestyle brand. In February, Grossman rephrased the company was focusing on “inspiring healthy habits for real life.”
The meal-kit activity has exploded since 2012 — quickly becoming saturated with profuse than 150 companies competing nationally, regionally and locally, all feud for their share of the $1.5 billion market.
Consumers who flock to these assignments seek fresh ingredients, convenience and unique recipes. But keeping them busy is a challenge. In order for meal-kit services to thrive, companies need to speech the convenience, price and flexibility of their subscriptions.
It is unclear how much Tonnage Watchers’ meal kits will cost, but the majority of such tools run between $60 to $75 a week for three meals for two people to $130 to $150 a week for three dinners for four people.
In addition to meal kits, Weight Watchers make also start selling kitchen tools along with its identified packaged food.
“Our goal is to be a partner to everyone on their pursuit toward healthier dwell,” Grossman said in a statement, according to Bloomberg.
Weight Watchers and Erotic Apron did not immediately respond to requests for comment from CNBC.
Conclude from the report from Boomberg here.