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Offerings providing convenient meals and snacks were a sales catalyst in the back-to-school week, FreshDirect said.

FreshDirect sees back-to-school sales lift

Families seek easy meal solutions as children adapt to new learning environments

FreshDirect reported a 46% year-over-year sales gain for the back-to-school week, which the online grocer noted “sets the tone” for upcoming fall sales. 

Among the back-to-school trends, sales of tortillas, specialty frozen pizzas and on-the-go foods such as burritos jumped 100% year over year, while healthy fare like ground turkey and plant-based foods saw sales surge 80%, FreshDirect said Thursday. The retailer’s in-house prepared kitchen appetizers were up 300% in sales for the period.

The results indicate that shoppers are seeking easy meals for their families, FreshDirect noted, adding that consumers’ focus on meal solutions is shaping the company’s inventory selections for the fall.


FreshDirect aims to ease the stress of meal planning as families prepare for children to learn remotely full-time from home or as part of a hybrid in-person and virtual learning scenario. 


That includes an enhanced weekly menu of “meal hacks” throughout the season. FreshDirect said this new offering provides solutions for breakfast, lunch, dinner and snacks to relieve the stress of meal planning as many families prepare for children to learn remotely full-time from home or as part of a hybrid in-person and virtual learning scenario. Complete meals include FreshDirect wraps and breakfast items, taco night and Italian feast.

“We created our meal planning solutions to provide stress-free options for families who are looking to save time without sacrificing quality and taste,” explained David McInerney, co-founder and CEO of FreshDirect. “As a dad and former chef, I understand firsthand how families now need to provide more meals on the table, which can add stress during an already uncertain time. Our meal solutions allow families to put fresh, high-quality food on the table with added ease.”

Meal hacks include rotisserie chicken (done four ways); FreshDirect marinated meats with four-minute sides; and a Mediterranean plate of kofta sticks, pita bread and deli sides, among other selections. There’s also an assortment of 10-Minute Meals, such as simmer-sauce meals with Maya Kaimal and Haven’s Kitchen; FreshDirect salad shortcuts like steak salad and grilled shrimp salad; weeknight sheet-pan dinners featuring wild salmon, Icelandic cod or flounder; and “easy taco night.” Other new offerings include Sun Noodle ramen kits and Ark Foods veggie bowls.

FreshDirect added that it also offers an array of quick vegan-friendly meals and gluten-free breads and sweets, including options from Las Delicias Patisserie, The Gluten-Free Bakery, Pearl River, Yu Bakery, and Orange Dot.

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