Supercenter retailer Meijer has rolled out a new collection of restaurant-style, heat-and-eat meals.
Called Crafted Market by Meijer, the single-serve meals are targeted at customers who seek a quick, post-shopping-trip dinner solution or want a convenient meal on-hand for later in the week when they don’t want to cook, Grand Rapids, Mich.-based Meijer said Wednesday.
“We have a long history of centering convenience and quality in our deli experience for our customers, so expanding our ready-to-heat options just makes sense,” Marlys Roberts, merchandising director of deli and bakery for Meijer, said in a statement.
The ready-to-heat meals come in two lines: Crafted Market by Meijer and Crafted Market Signature by Meijer. The Crafted Market meals include classic, family favorites like blackened chicken mac & cheese, teriyaki chicken and meatloaf and mash. Meanwhile, options in the Crafted Market Signature line include “more elevated” meals — assembled in-store — such as chicken enchiladas, pesto grilled chicken with lemon thyme orzo, and chicken asada, according to Meijer. Each meal heats up in five minutes or less.
With 12 varieties altogether, Crafted Market meals are now available in the grab-and-go deli section of all Meijer stores. Other options include uncured bacon ranch pasta, chicken alfredo and spaghetti and meatballs for Crafted Market and basil garlic chicken, Tex-Mex beef queso dip and chicken parmesan with spaghetti for Crafted Market Signature.
Meijer noted that it expects 40% of its Crafted Market meals to be consumed the same day that they’re purchased.
“We know that sometimes doing your grocery shopping can work up an appetite, so we’re pleased to be enhancing our heat-and-eat selection with this line full of fun flavors and classic favorites that customers can grab as they finish up their trip and enjoy soon after from the comfort of their homes,” Meijer deli buyer Salwan Yaqo commented.
Overall, Meijer operates 262 supercenters and grocery stores across Michigan, Ohio, Indiana, Illinois, Kentucky and Wisconsin.