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How do we give gourmet meal kits a "wow" factor?
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69 months ago
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A growing trend in home cooking is the gourmet meal kit: an entire uncooked meal-for-two in a box, delivered with recipes to your door. The consumers unboxes the food, follows the cooking instructions, and proudly sits down to eat a freshly prepared delicious meal. This meal kit system appeals to busy people as well as helps provide confidence to those with limited cooking experience. Currently, companies like Plated, Blue Apron, and Hello Fresh are delivering cook-it-yourself meal kits to individual home kitchens.

However, these meal kits pose significant problems for many. To-your-door delivery is expensive. We think there's a real market for meal kits like these that shoppers can pick up at the grocery store. But instead of boring brown boxes, we want these meals to come in the most eye-catching packaging imaginable. We want consumers to make their next Instagram-worthy homemade meal to practically jump off the shelf at them.

Let us know your creative design and packaging ideas for this line of products!


Provide some creative packaging ideas for the meal kit products to wow customers both as the grocery kit, as well as when they open the kit. Specifically, consider the following:

(1) How can a box or package that is practically shaped on the outside, unfold so that when opened, its contents inside will display impressively?

(2) How can the kit reliably arrange and separately contain 4-5 food items, not counting sauces or spices, where one item is the main component and the other items are sides, pasta, or something similar?

(3) What material would you use for this packaging?

Criteria: Please focus on the packaging, not the actual food inside. The meal kit unpackaging process should really feel like part of the consumer experience.

Your only constraint is that the packaging material should be sturdy enough to hold up to the distribution process. Your packaging material can be flexible, rigid, see-through, or not. Don't hold back! Exciting, attractive packaging styles are preferred. Make it catch the shopper's eye the moment they see it, then take things to another level when the buyer opens it at home.

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
Reward Tiers
5 Winners
will receive $150 each
5 Honorable Mentions
will receive $50 each
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