The New York Times is partnering with online meal kit company Chef’d to deliver meals to NYT Cooking readers’ homes.
Select recipes from NYT Cooking, an interactive recipe site, will be curated by food editor Sam Sifton and licensed to Chef’d, which will take care of the ingredients, deliveries and other logistics, according to a Quartz report.
The multiyear partnership will launch this summer. Consumers will be able to order recipes from NYT Cooking; Chef’d will deliver the ready-to-cook ingredients to homes within 48 hours, according to a statement.
The two companies will split sales from the initiative, Bloomberg reports.
“We’re thrilled to welcome NYT Cooking to our family of brands, and we’re excited about collaborating to enhance the at-home cooking experience,” stated Kyle Ransford, founder and CEO of Chef’d.
“Through our meal delivery capabilities we can provide The Times’ rapidly growing digital community the ease of cooking delicious meals the Times has always featured with a simple touch of a button.”
NYT claims their meal delivery service is different from other options - like Blue Apron and Plated - because consumers can choose and reorder select NYT Cooking recipe meal kits a la carte, at any time.
Alternatively, consumers have the option to sign up for a subscription service to receive as many meals per week as they would like, with the option to swap out, add or delete any meal from their order.
NYT Cooking and Chef’d will offer meal suggestions based on customer preferences. NYT Cooking also says they will continue to add new recipes to the service based on trends, seasonal items and holidays.
“Our audience spends a lot of time cooking at home,” Alice Ting, vice president of brand development, licensing and syndication for the NYT told Bloomberg. “So for us it was a natural area to investigate.”NYT is hoping this foray into meal kit delivery will be a lucrative revenue stream amid a decline in advertising revenue. On Thursday, Publishers Daily reported NYT’s announcement of six new video series, another project the company is launching to boost digital growth.