Albertsons Cos., Boise, Idaho, is strategically shifting the future of the Plated brand from a dinner-based subscription solution to a comprehensive in-house culinary brand that will join the company’s lineup of private label products.
As a result, Plated’s subscription service will be phased out at the end of November, with plans to expand the brand with new product offerings in additional stores in 2020.
“Our vision for Plated includes an expanded set of products that goes far beyond a dinner-based solution and into a comprehensive in-house culinary brand,” says Geoff White, executive vice president and chief merchandising officer. “With a broader scope of offerings, we see Plated solving customer demands around convenience, lifestyle and cooking experience, while adding yet another layer of interest to our in-store journey.”
The marketing and product development team behind the company’s Own Brands will manage the expansion of Plated into a holistic home meal solution.
“Plated’s brand appeals to our most loyal and highest value customers, especially those that skew towards convenient, fresh and organic products,” White adds.
Albertsons acquired Plated in September 2017.