Colruyt trials meal box meant for families with kids

Halle, Belgium, 2017-Jan-31 — /EPR Retail News/ — Colruyt wants to market its own meal box, and starts testing it today (30 January 2017) with its co-workers. Colruyt’s meal box is meant for families with kids. The recipes will be accessible, easy to prepare and quick. During the test phase, the meal box will only be available in the pick-up points of Colruyt Group’s shopping service Collect&Go. A deliberate choice because it allows customers to combine the meal box with their normal shopping.

All know-how available
The meal box Colruyt is currently testing did not just happen. “We want a real solution for families with children, who want to serve a delicious, nutritious meal despite lack of time”, says Chris Van Wettere, general manager of Colruyt. “The main advantage of a meal box for our customers is that they receive all the ingredients in the proper portions and the recipe, so there shouldn’t be any leftovers.”

Colruyt will use the know-how available in the house, namely the culinary expertise of the ‘Lekker Koken’ (good cooking) team and the pick-up network of Collect&Go. The ‘Lekker Koken’ team is also the initiator of the successful Colruyt week menus, the folder recipes, the ‘Lekker Koken’ website and some thirty cookery books.

Order and pick up at Collect&Go
During this test phase, co-workers can order their meal box on the Collect&Go website. “We deliberately choose to use our own pick-up network and not to deliver at home”, says Chris Van Wettere. “The advantage is the one-stop shopping. Customers can order and pick up their box together with their other shopping such as water, fruit and toilet paper.” Moreover, Colruyt will not work with a subscription formula.

Co-workers as test group
Before marketing the meal box, it will be thoroughly tested. “About 200 co-workers are currently testing all aspects of the meal box, from ordering it over picking it up at Collect&Go to preparing the dishes and the portion size”, says Chris Van Wettere. “It is very important to us to launch a well-considered concept. We start with our own co-workers to develop and perfect our meal box. Their feedback will certainly be used.” When the test phase will be over, Colruyt will take the necessary time to evaluate and possibly adapt its meal box.


Silja Decock
Colruyt Group Press Officer
Tel: 02/363.55.45


Colruyt trials meal box meant for families with kids


Source: Colruyt Group