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Meal kit market gets a new famous face: Martha Stewart

martha stewart marley spoon

Following the lead of celebrity chefs and large retail brands like Amazon, lifestyle tycoon Martha Stewart is jumping on the growing popularity of subscription meal kits.

Meal kit service Marley Spoon will rebrand as Martha & Marley Spoon, the result of a new deal struck between the service and the owner of Martha Stewart Living Omnimedia, USA Today reports.

As part of the deal, Marley Spoon’s entire catalog of recipes will be rejiggered to be based on Stewart’s recipes.

As the meal kit market expands, a slew of new services are entering the field—Amazon, The New York Times and Tyson Foods earlier this year announced plans to debut meal subscription brands.

Marley Spoon, which is available in 37 states, was one of the earlier entrants, along with HelloFresh, Blue Apron and others

Meal kit sales are expected to reach nearly $4 billion in the next five years, posing a possible threat to restaurant business. Forty-seven percent of consumers said they would reduce restaurant delivery and takeout spending if they subscribed to a meal kit service, according to Technomic.

Rather than sit back and lose market share, some restaurants have launched meal subscription services of their own.

Read the full story via USA Today. 

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