First it was bedding, towels, pots and dishes, but now Martha Stewart is slapping her name on meal-kits.
The domestic diva is crashing the $550 million meal delivery and prep business in a licensing deal with Marley Spoon, a two-year-old company that operates in the US the UK, the Netherlands, Austria, and Australia and just raised $17 million.
The new venture, Martha & Marley Spoon, is Stewart’s first initiative since Martha Stewart Living Omnimedia was bought by Sequential Brands Group last year.
The fast-growing meal-kit business has attracted more than 100 companies — including some of the most prominent players like Blue Apron, Plated and Hello Fresh, according to Technomic, a restaurant research firm. But only about a dozen are operating in multiple states.
Stewart’s venture is a subscription service featuring her recipes and charging about $12 per meal, including skillet stroganoff and rice, baked feta and tomatoes, and sausage baked with beans and broccoli rabe. Each meal is supposed to take 40 minutes to prepare.
“People trust Martha especially in the kitchen,” said restaurant consultant,Arlene Spiegel, adding that Stewart’s brand equity could take the company far.