• by Sarah Mahoney , 2 hours ago

Factor is leaving the meal-kit bubble and heading for Target’s deli case. The brand, known for its ready-to-heat, dietitian-approved meals, is rolling into more than 70 stores in 10 Midwest states.

The move taps into shoppers’ craving for fast, high-protein meals that feel healthier than drive-thru but require zero planning. And for Target shoppers, the competition isn’t necessarily other prepared meals -- it might be takeout, a protein bar or a frozen dinner.

While it could be a little late to the retailer game, Christopher Stadler, Factor’s CMO, says the timing is right. “Expanding into Target allows us to meet customers where they already shop,” he says. “Whether you already know Factor or are discovering us for the first time, this makes it easier to grab a fresh, nutritionally balanced meal during a regular Target run.”

Target’s interest in health and wellness made it a natural first stop,Stadler tells Marketing Daily. And starting in the Midwest — near Factor’s Chicago distribution base — lets the company test fresh product supply without stretching logistics. If it works, Stadler hopes the rollout should widen to all Target stores.

Factor’s first retail lineup includes four meals: Smoky Gouda Chicken, Creamy Mushroom Pork Chop, Roasted Garlic Chicken and a Shredded Chicken Taco Bowl. All skew high-protein and under 580 calories, fitting the brand’s health-forward posture. Packaging has also been reworked for shelf discovery, with prominent ingredient cues.

Stadler, who joined as CMO several months ago and whose resume includes time as CMO at Tonal, the connected fitness brand, says the Target launch is part of a broader multichannel strategy, which already includes college campus pilots (like Dartmouth’s “smart fridges”) and new athlete-driven advertising. “We think we’re well suited for people who are investing in their health and want food that’s ready in two minutes,” he says. “Fresh, never frozen is still the core.”

Factor is owned by HelloFresh Group, a digital CPG company based in Germany, and claims dominant share in the ready-to-heat meal category, a segment that grew rapidly during the pandemic as shoppers looked for convenience without the work of meal kits. Retail could help the brand reach buyers who like the idea of healthy prepared meals but don’t want to sign up for subscriptions.