Thrive Market debuts private brand frozen meals

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Thrive Market debuts private brand frozen meals

By Dan Ochwat - 06/23/2020

Online better-for-you retailer Thrive Market has unveiled a line of private brand frozen meals, serving Paleo and plant-based shoppers. The meals are sold in bundles of 10 and signal the first of a larger focus on the frozen category for the company.

The Paleo and Plant-Based Bowls from Thrive Market were created to fit diets such as Whole 30, Paleo, gluten-free dairy-free and vegan. The bundle of 10 meals go for $99.99 but don’t require a subscription, according to an interview in sister publication Progressive Grocer

The store brand online dinners include: Organic Dijon Chicken Bowl, Organic Chicken and Veggies Bowl, Chicken Pesto Bowl, Organic Vegetable Lo Mein Bowl, Organic Pesto Pasta Bowl, and Organic Mac & Cheeze Bowl.

A store brand Paleo Bowl from Thrive

An interview with a spokeswoman for the e-tailer said the company sees frozen meals as the “future of their business,” as they capture a higher share of wallet and Thrive members were calling for more frozen. The representative said: “With the market size estimated to skyrocket to $320 billion-plus in 2026, expanding at a compound annual growth rate of 4.6% (2020-26), the team has decided to invest and roll out their frozen foods category amid the pandemic.”

Thrive sees healthy frozen meals as an untapped market, as more shoppers during the COVID-19 pandemic are eating frozen meals at home.

Read more on the frozen line in this Progressive Grocer article. For more on how the retailer sources its private brands, read this Q&A with a product food innovator at Thrive in this Store Brands feature.