BuzzFeed’s Tasty and General Mills have launched Tasty Dinner Kits, a line of prepared meals.
Tasty Dinner Kits are available in four flavors: Chicken Tikka Masala, Creamy Salsa Verde Chicken, Korean-Style BBQ Beef and Creamy Tuscan Chicken. Each kit includes seasoning, sauce and a rice or pasta base, and simply requires the consumer to add a protein and a vegetable to complete the dish.
“We are thrilled to add Tasty Dinner Kits to our portfolio of meal solutions,” says Luke Niethammer, brand manager, General Mills. “With their highly engaged audience and data-driven insights into meal trends, Tasty is the perfect partner to help General Mills reach new consumers and empower them to make new and exciting meals easily.”
Tasty tapped into its direct feedback loop with its online audience and used consumer insights to develop a collection of flavors. It represents four different cuisines: Indian, Mexican, Korean and Mediterranean. BuzzFeed applied its data-driven approach when creating the kits, leaning heavily into several rounds of insight testing.
“We know consumers across the country have been cooking at home more than ever before, and it can be challenging to come up with new ideas for dinner every night that check all the boxes: delicious, quick and easy and budget-friendly,” says Eric Karp, vice president, global brand licensing, BuzzFeed. “The box that often doesn’t get checked is: new and exciting. With Tasty Dinner Kits, we set out to give consumers a way to check every single box, including exciting new flavors and culinary traditions. We’re delighted to introduce these vibrant cuisines into General Mills’ lineup of meal solutions and help cater to what we know consumers are craving now more than ever.”
The strategic partnership between General Mills and BuzzFeed includes a licensing program with four Tasty branded meal kit SKUs and a media plan from the General Mills portfolio promoted across the BuzzFeed network over a two-year period.
Tasty Dinner Kits with General Mills is the latest consumer food product by Tasty, following Tasty Meats with Mistica, Tasty Breakfast Poppers with Food Story, Tasty Dairy Treats with Schrieber, Tasty Seasonings with McCormick, Tasty Baking Kits with Kraft and more.
BuzzFeed’s licensing business extends the Tasty brand IRL, giving its audience additional touchpoints for engaging with Tasty, including a collection of CPG products, a kitchenware line at Walmart, a series of cookbooks and more.
Tasty Dinner Kits are currently available at Kroger stores nationwide. The kits will be rolling out to regional grocers throughout the summer and fall.