‘Kies & Kook’ product group
The Dutch grocery store chain Albert Heijn (AH) introduced a new product group that is called ‘Kies & Kook’, choose and cook, which targets consumers with different preferences concerning their nutrition but the same preference concerning the time the preparation can take. All products are components, which can be combined to different meals and do not involve more than 15 to 30 minutes preparation time. This quality is designated as a feature of these products, quality food at which can be prepared to a full meal with little effort. The promotion of this product group is easy for AH, as a private label concept, AH can place the product in its stores after testing acceptance/demand in a select few of them.
‘Kies & Kook’ ‘Kies & Wok’ ‘Koken met chefkoks’
Adult servings 4 2 2
Price 8 Euro 7 Euro 15 Euro
Preparation time 15 minutes 15 minutes 20 ? 30 minutes
Quality Multiple components (sauces, potatoes, pasta, rice, vegetables and meat), healthy ingredients Different components (same as ‘Kies & Kook’, Asian labelled products to be prepared in a wok), healty ingredients Food ‘as if prepared by a chef’, more preparation and healthy ingredients are leading to sophisticated meal
Target Families Young Professionals, couples Highest Albert Heijn customer class
Survey
All interview partners replied that ‘Kies & Kook’ is a good idea in the first place. Less preparation time and the possibility of a quick shopping tour, already knowing what to choose from the variety of AH products appeared attractive to all participants of which all where students. All of them expected the food to be of ‘good’ quality (students point of view: more than just ‘edible’) whilst only one of them has already tried one ...