Now in Stock at Whole Foods Market: Purple Carrot Meal Kits, Minus the Delivery

Now in Stock at Whole Foods Market: Purple Carrot Meal Kits, Minus the DeliveryPurple Carrot, the meal kit delivery service focused on plant-based meals, is stepping out of the box, quite literally.

In a partnership with Whole Foods Market’s North Atlantic Region, select Purple Carrot meals are now available at the store located in Dedham, Mass., with more stores likely to follow.

Like its home delivery kits, the Purple Carrot meals available in the stores will include the portioned-out ingredients and the recipes to make the meals at home. The initial in-store offerings include Mongolian Seitan Stir Fry, Pan Seared Tofu and Black Rice Noodles, and Cashew Korma with Cauliflower Rice.

“We created a delivery service that provides all of the raw, pre-measured ingredients people need to cook delicious and healthy plant-based meals across the country. Over the last year, we’ve listened to the feedback of our busy consumers who also wanted to find our products on grocery shelves. With that in mind, we have created a new product so people can pick up their meal kits when they shop at Whole Foods Market,” Andy Levitt, founder and CEO of Purple Carrot, said in a statement. “We are thrilled to team up with Whole Foods Market’s North Atlantic region to enrich the grocery shopping experience and make it easier for people to cook delicious plant-based meals at home.”

The news comes as Fast Company recently reported on the biggest challenge facing the meal kit industry: failure to keep clients long-term.

According to data obtained by Fast Company, only half of customers of Blue Apron, the leading meal kit delivery program, continue after the first week of service—which often includes promotional discounts—and only 10 percent last beyond six months. The same is happening among competitors as well, says Fast Company.

Purple Carrot’s move may signal a new trend in the meal kit market, giving consumers the option without the subscription.

”We recognize that now, more than ever, our customers are in need of convenience without the sacrifice of quality and nutrition,” said Kimberley Rose, Vice President of Purchasing for Whole Foods Market’s North Atlantic region. “Purple Carrot has created a great product that will help us to provide our customers with one more way to continue to eat well even on the busiest of days.”

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Jill Ettinger

Jill Ettinger is a Los Angeles-based journalist and editor focused on the global food system and how it intersects with our cultural traditions, diet preferences, health, and politics. She is the senior editor for sister websites and, and works as a research associate and editor with the Cornucopia Institute, the organic industry watchdog group. Jill has been featured in The Huffington Post, MTV, Reality Sandwich, and Eat Drink Better.