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9 in 10 Americans (93%) plan to cook at home as much or more in the next 12 months compared with the previous year, according to HelloFresh鈥檚 State of Home Cooking report. That shift is as much due to financial considerations as it is to a general desire among consumers to eat healthier. The shift to eating at home creates a prime opportunity for meal kit providers like Hello Fresh, provided they can make the case to consumers that their menus offer value for money鈥攚hile also satisfying their seemingly-unquenchable desire for protein.To that end, these companies could highlight their budget-friendly options, as well as put the nutritional value of their meals front-and-center, while emphasizing the convenience that such kits provide.

鈥淥耻谤 meal plans and recipes tool now has over 9,000 proprietary recipes that can be filtered by dietary preference, food restrictions, or serving size,鈥� said Pavlovich. The tool鈥檚 鈥渃ook mode鈥� provides step-by-step instructions on how to prepare the recipes.

To survive the era of subscription fatigue, brands and retailers need to invest in models that bring customers value and convenience.

Perishable food and beverages are a difficult fit with the D2C model, as several meal kit companies have recently discovered. Customers often cancel due to the challenge of routinely cooking fresh ingredients and the steep subscription price.

Wonder buys Grubhub for $650 million: The Marc Lore-owned company snapped up the delivery service at a steep discount, seeking to develop a meal-time super app.

And how do you get people to come back to meal kits or restart growth in that sector? Sara Lebow:. Okay, so we are denying Sky's move at this time. Sorry, Sky. Congratulations, Wonder. Rachel, what is your move? Rachel Wolff:. So I want to boot Bath & Body off of the list.