Los Angeles, Calif.-based Gelson’s Markets is bringing Chef’d meal kits to retail.

The companies announced a strategic partnership Aug. 28, starting with Gelson’s Valley/North Hollywood store on Laurel Canyon Blvd., with plans to expand into other locations, according to a news release.

“Chef’d’s debut at supermarket retail marks a first step in extending its footprint beyond e-commerce into brick-and-mortar store in an effort to meet consumers everywhere they shop for food,” the release said.

The kits will be offered in a cooler end-cap in the produce department, and include an assortment of 12 easy-to-prepare recipes like Maple Glazed Pork Chops, Indian Beef Short Rib Tacos and Cajun Chicken Pasta, priced at $24.99 for two servings.

“This is a brand-resonant partnership for Gelson’s, which has always strived to offer only the very best, freshest produce and quality meats to our customers for more than 65 years,” said Rob McDougall, Gelson’s president and CEO, in a news release. “In an era when everyone is busier than ever, we are excited to build on our long commitment to exceptional customer service by delivering even more convenience to customers through this affiliation with Chef’d.”

While meal kits have “exploded” in popularity online, Chef’d CEO Kyle Ransford said in-store is an obvious choice for expansion.

“Most people do the vast majority of their food shopping in grocery stores,” he said, in the release. “Gelson’s shoppers will now be able to grab ready-to-cook meals in a signature Chef’d box, right at the grocery store.”

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