Week 6 Discussion - A Kraft Evaluation (Part II)

MasterChef Junior Meal Kits

Ryan Burke, Madeline Curtis, Jason Evans, Nida Hannoun, David Hubalik,

Benedictine University

Research Question

Is the Kraft – MasterChef Junior Meal Kit a marketable product with potential for success?

New Product Details

Inspired by the success of home cooking kit companies such as Blue Apron and child cooking competition shows like MasterChef Junior, Kraft and Gordon Ramsay team up to bring you the Master Chef Junior Meal Kit. The Kraft MasterChef Junior Meal Kit is an all-inclusive meal kit designed to allow kids 6 – 10 years old to prepare a simple fun meal for a family of four. Combining some of Kraft’s most well-known products with fresh fruits, vegetables, and hormone-free meats in perfectly measured portions, this kit offers family fun activity for parents interested in teaching their children to cook delicious and healthy meals. Using the USDA’s food pyramid and MyPlate guidance, this kit will aid children in their understanding of eating healthy and portion control to build a foundation for a healthy lifestyle for the whole family (USDA, 2016). Each kit’s projected price point is less than $7.50 per serving ($30/kit). The family can have a fun evening of preparing and eating a meal together for the same cost as greasy, sodium-filled, fast food dinner.

The kit includes access to a MasterChef Junior website where kids can track recipes they have mastered, earning badges and prizes. Additionally, there are education resources and games on this site designed to inspire kids interested in cooking, as well as parents who want to engage and connect with their kids in the kitchen. Each season, one child registered with the website can win a chance to appear on MasterChef Junior as a guest judge for the season finale.

Target Market

The target market is segmented into multiple categories for the MasterChef Junior Meal Kits. The first market contains the young families with children under the age of 15. This market is made up of largely Generation Y individuals, born between 1978 and 1990, who are found to be more health conscious and concerned with sustainable consumerism. MasterChef Junior Meal Kits are complete with organic ingredients that provide the busy Generation Y family (which tend to have two working members) the opportunity for fresh, healthy, sustainable meals.

The second market is the “stay at home” parent that is seeking to teach their young children the craft of cooking. The Easy Bake Oven of old, provided young “foodies” with the opportunity to grow the skills of cooking, however, it lacked appeal beyond adolescence. With MasterChef Junior Meal Kit, young parents can expose their young and formidable children to the field of Gastronomy, which may alter the course of their consumer habits.

Conducting the Research