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FreshDirect sees back-to-school sales lift

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

Russell Redman

September 10, 2020

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

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.

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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.

Related:FreshDirect bolsters delivery capacity in New York tri-state area

“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.

Related:FreshDirect to launch two-hour grocery delivery in Washington, D.C.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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