In 2018, meal kit mania took the US grocery retail market by storm. Seemingly overnight, these easy-to-use/easy-to-prepare boxes—filled with fresh, pre-portioned ingredients for consumers to create a healthy home cooked meal—were popping up everywhere.

What started as a web-exclusive offering, aimed at delivering fresh, time-saving options, has now grown into a multi-billion dollar industry that stretches across retail’s omni-channel landscape. Over the past year, a deluge off acquisition and collaboration deals between kit manufacturers and retailers has created a groundswell of media conversation, consumer awareness and retail distribution points for meal kit offerings. And according to the latest Nielsen data, 187 new meal kit items were introduced within in-store retail outlets alone during the 52 weeks ended Dec. 29, 2018. But, as more and more meal kits come to market, is consumer demand keeping pace?