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The Coca-Cola Co makes commercial entry to meal-kit occasion in Chef’d tie-up

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The Coca-Cola Co has entered the meal-kit sector in a new partnership with US recipe-and-ingredient delivery service Chef'd.

Some of the recipes are paired with Coca-Colas leading brand, as with this beef taco platter

Some of the recipes are paired with Coca-Cola's leading brand, as with this beef taco platter

The company has launched Refreshing Meal Inspirations on Chef'd.com, which pairs Coca-Cola beverages with a range of meal kits. Recipes include grilled BBQ baby back ribs paired with Gold Peak sweet tea and bacon cheeseburger with Coca-Cola Life.

Coca-Cola said the beverages are the "perfect pairing" that "balances or brings out the flavours in your food and makes your meal taste even better".

The meal-kit partnership marks a new development in Coca-Cola's business strategy, which under new CEO James Quincey is targeted at making Coca-Cola a "total beverage company". A spokesperson told just-drinks that Coca-Cola has "dabbled in sampling beverages with meal kits and e-commerce meal pairings before", but that the partnership with Chef'd is its first commercial activity in the meal-kit space.

Chef'd, formed in 2015, is one of a number of meal-kit services to have emerged in the US. Consumers order recipes online and the ingredients are delivered directly to their door for cooking at home. In recent months, Chef'd has worked with packaged food groups PepsiCo and Hershey to launch products on its service sold under brands like Quaker and Scharffen Berger. In May, Campbell Soup Co became a shareholder in the company with "a strategic partnership and investment" of US$10m.

Financial details of Coca-Cola's tie-up with Chef'd have not been disclosed.

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