Since the pandemic, meal kits have secured a place in many Canadian kitchens. They offer convenience, inspiration, and a sense of novelty at dinnertime, especially when many are back in school.

But despite their appeal, their future remains fragile. High prices, limited customer loyalty, and intense competition mean the market is growing, but still far from stable.

When meal kits first appeared, they were heralded as the future of home dining. Companies like HelloFresh, Goodfood, Chef’s Plate, and Fresh Prep promised to take the hassle out of cooking by delivering pre-portioned ingredients and easy-to-follow recipes straight to the doorstep. At the height of lockdowns, the value proposition was irresistible: No grocery trips, minimal planning, and the promise of more variety at home.

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