Kesko follows the trend with ready meal bags, prepared with recipes and all required ingredients. But customers will have to get them inside the store instead of home delivery.
A part of the strategy is to reduce food waste.
The Aito meal bags are sold by K-supermarket Postitalo, K-supermarket Lauttasaari, K-supermarket Hertta, K-supermarket Arabia, K-supermarket Mustapekka and K-supermarket Torpparinmäki.
The bag was developed in cooperation by Motiva, the Heart Symbol and the K-Group. Each meal bag contains all the ingredients and the recipe for an easy everyday meal. When the recipes contained by the bags were developed, the focus was on health and environmental aspects, in addition to good taste and the ease of cooking.
Jouni Ekholm, retailer of K-supermarket Mustapekka, says that the bag has aroused customers’ interest.
“With the recipes in Aito meal bags you make really good soups, pastas and casseroles. The new product has aroused interest but may take a bit of getting used to,” he says.
Kesko also writes that planning meals for two, in particular, was challenging and studies show that the relative proportion of food waste in small households is higher than in large ones. K-supermarket Postitalo, located in the heart of Helsinki, is the first to trail bags that contain ingredients for a meal for two.
Food bags are on sale in October and November as long as they last.