One of the largest grocery retailers in America Kroger is now promoting great awareness. Home Chef, a subsidiary of Kroger Co., Ltd., providing The Diet Group. With the promotion of Chief Product Officer Eric Jensen to the position of President. The Chicago-based home chef said Jensen will report directly to founder and CEO Pat Vitelek.
The company, which sells meal kits by subscription to home delivery as well as in retail stores. Noted that Vihtelic will continue as CEO and support Jensen in his new role, aligning the long-term strategy with Kroger’s e-commerce growth plans.
According to the meal ware company, With Home Chef for six years, Jensen (left) became chief product officer in 2017. And played a key role in growing the brand’s retail business at Kroger Stores.
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“I look forward to partnering closely with Pat to ensure Home Chef continues on its current high growth path,” Jensen said in a statement. “We have an unparalleled executive team and exceptional partners at Home Chef, and I am delighted to be able to lead the team through this next phase.”
This idea was curated by the Vihtelic in 2013, Home Chef was acquired by Kroger in mid-2018. Since then, the meal kit provider has expanded its reach to more than 2,100 Kroger stores nationwide. And entered new categories over the past year. Home Chef brand sales jumped 118% in 2020 as consumers shift towards online food ordering during the pandemic.
“Home Chef ended the year with record sales, taking an additional share of the stomach from restaurants and retailers,” Kroger Chairman and CEO Rodney McMullen said on a March conference call with analysts about Kroger’s results for the fiscal year 2020. Home Chef currently serves more than 3.5 million meals per month.
“Home Chef is a growing and thriving business for Kroger, and we believe that having strong talent at the helm of the company will enable us to continue this success and deliver even more value to our customers,” Dan de la Rosa, Group Vice President of Fresh Marketing, told Kroger. “As customers look for food inspiration, we develop innovative products and experiences to meet their needs, including fresh meal solutions like Home Chef, which saw record sales last year.”
“I have been extremely proud of our team’s ability to be there not only for our customers throughout the pandemic, but also to innovate throughout it,” Vihtelic commented. “These team changes strengthen our leadership team and position us to continue to innovate. Ensuring we can continue to expand the Home Chef brand across channels.”