eMeals launches promotional program with ‘default’ branded products

The subscription meal-planning service allows customers to build weekly meal plans with shoppable recipes that can auto-populate a shopping cart

Spotted: eMeals is a subscription meal-planning service that allows customers to build weekly meal plans with shoppable recipes that can auto-populate a shopping cart. The cart can then either be used for in-store shopping or delivered by Walmart, Kroger, Amazon, Instacart or Shipt. Now, eMeals has developed a partnership program to help food and beverage companies grow their online brand sales.

The BrandBuilder programme works by integrating branded products into customers’ weekly shopping lists. eMeals’ first three brand partners are Tyson Foods, Coca-Cola and Francis Ford Coppola Winery.

So, for example, when a customer chooses a recipe with chicken, eMeals will automatically place a Tyson chicken product in the cart. Customers are free to select their own ingredients or substitute other options for the branded products, but eMeals is hoping its programme will get more brand partners into shopping carts.

The BrandBuilder programme will also recommend wine and beverage pairings and offer suggested products for consumers to impulse buy. In initial tests of the service, eMeals found that sales of the selected products doubled, with many customers sticking with the branded product once it was placed in their cart. 

In addition, the eMeals BrandBuilder programme provides analytics, such as which products are purchased, what meals they were used for and which online grocery services are used. The three initial partners are using the service to drive online visibility and sales, to boost brand recognition and to highlight particular categories of products.