The link between licensed properties and meal delivery services continues to strengthen. Three announcements in the last few months illustrate the trend:
- As part of a deal between the NFL Players Association and Chef’d, athletes Kyle Rudolph and Chad Greenway provided recipes for a Super Bowl-themed “Big Game Party in a Box,” consisting of an entrée, appetizers, sides, and mocktails for eight. The two players had a cook-off competition on the Chefd.com website; consumers that voted or ordered one of the boxes (Rudolph’s bratwurst-centric meal or Greenway’s pulled pork) were entered to win prizes. A portion of sales went to charities supported by the players.
- Chef Jamie Oliver paired with HelloFresh to create recipes to be included in its meal kits, which come in classic, vegetarian, and family versions and are distributed in the U.K., Germany, Netherlands, Belgium, Austria, and the U.S.
- Weight Watchers paired with Chef’d for meal plans that work with the licensor’s points-based weight loss system.
Most such meal-plan deals consist of recipes provided by the licensor, along with all the ingredients needed to make a full meal, as is the case with all of these examples. But property owners’ involvement can vary from this template in a number of ways, ranging from designing delivery boxes (as was the case for Isaac Mizrahi and Chef’s Diet) to part ownership and/or endorsement of the business (Beyoncé with 22 Days Nutrition).
Comments are closed.