Betty Crocker Kitchens delivers logo_small
Mar 11, 2013 • By

Betty Crocker now delivers

We all worry about our loved ones as they age. Can they remain in their own homes? Are they getting enough to eat?

These concerns become even greater following a loved one’s recovery from an illness. Statistics show that 30 percent of seniors who return home following hospitalization are readmitted within 90 days. They often struggle with getting proper nutrition because the simple task of shopping and preparing meals at home becomes more and more challenging.

That’s one reason why General Mills this month is launching the Betty Crocker Kitchens meal delivery service in the Minneapolis-St. Paul area.

The pilot project allows shoppers to select from 25 frozen meal options, delivered to homes by partner CobornsDelivers, a Minnesota-based online grocery delivery service. The price for seven meals – most of which include a protein, a starch and a vegetable – is $55.

The project is focused on seniors, but anyone can partake. Menu items include favorites like pot roast, chicken breast, meat loaf and macaroni and cheese, and range from “Cheese Omelet with Salsa & Hashbrowns” for breakfast to “Beef Stroganoff with Dumplings & Carrots” for dinner.

The meals taste like classic Betty Crocker recipes, which are particularly well-known to older Americans. In fact, in 1945, Fortune magazine named Betty Crocker the second most recognizable woman in America behind First Lady Eleanor Roosevelt – even though Betty was a fictional character.

Developed with the needs of seniors in mind, the meals are easy to heat and eat. And each has less than 700 milligrams of. They also taste very good.

The new Betty Crocker Kitchens delivery service dovetails nicely with Coborn’s existing full-delivery service, which means that seniors can have a wide range of grocery items – such as cereal, yogurt, bread, coffee, and personal care items – that seniors can have delivered right along with their Betty Crocker meals.

Our hope is that this service provides peace of mind to those who worry about how their aging parents are eating, and that it makes it more convenient for seniors to prepare the meals they love.

The Twin Cities pilot could be replicated elsewhere. Grocery delivery systems, such as Coborn’s, cover about 70 percent of the United States.

For now, General Mills is piloting the Betty Crocker Kitchens meal delivery service in the Minneapolis-St. Paul area to gauge interest. We’ve already received a lot of positive feedback.

You can read more about this project in the Minneapolis-based Star Tribune and the St. Paul Pioneer Press. And you can take a peek at our ad — which will officially launch March 25 — on YouTube.

Please let us know what you think in the comment section below. We’d love to hear from you.

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  • Gerald Abrahamson

    I have been following the various “home delivery” attempts in the metro TC area since the late 1970s (someone I know used the service at one time or another), so it is interesting to see General Mills using a grocery delivery service rather than something else. Coburn’s prices for other items are significantly higher than Cub or Rainbow, for example, never mind Aldi or Walmart. Delivery has a cost, but Lund’s and Byerly’s offer delivery for a fixed price–and if the order is large enough, free delivery. The grocery market is facing huge changes in the mid-term future with the introduction of self-driving cars. The cost of delivery (in fact, all city transportation) falls dramatically with such a service being available.