Home Chef Partners With Giada De Laurentiis
Meal-kit company Home Chef has partnered with celebrity chef Giada De Laurentiis for an exclusive menu. The eight-week collaboration will feature Italian-inspired recipes from the restaurateur and cookbook author.
- Chicago-based Home Chef was acquired by grocery giant Kroger in 2018 in a deal valued at an initial $200 million, with potential for an additional $500 million in incentives. The meal kit company surpassed $1 billion in annual sales in 2021. - The collaboration includes specific recipes such as Cacciatore-Style Chicken Milanese, Seared Salmon Orzo, and Weekend-in-Positano Shrimp Pasta, with each of the eight recipes repeating once during the eight-week run. The partnership's goal is to simplify the process of cooking Italian food, reducing prep time and the number of pans needed. - This partnership brings Giada De Laurentiis's brand further into the Chicago market, where she is already planning to open two new restaurants with PENN Entertainment: Sorellina in Joliet (expected late 2025) and the more formal Sorella in Aurora (expected 2026). - De Laurentiis has a history of major brand partnerships, including a 21-year relationship with Food Network, a line of cookware for Target, and a collaboration with the Barilla Group. In early 2023, she signed a multi-year deal with Amazon Studios to produce and potentially star in unscripted programming. - Beyond her media presence, De Laurentiis operates restaurants in Las Vegas and Scottsdale and recently launched Giada Catering in partnership with Patina Restaurant Group, which focuses on immersive Italian-themed culinary experiences. - The meal kit industry is a significant and growing market, valued at $15.9 billion globally in 2024 and projected to reach over $47 billion by 2033. A major trend driving this growth is consumers seeking to replicate restaurant-quality experiences at home with greater convenience.
