True Food Innovations, based in Newport Beach, CA, is launching new products under both True Chef and Chef'd branded retail meal kits with fresh, clean label, preservative-free recipes in Gelson's Markets. All recipes only require 15 minutes of total prep and cook time.  

Alan True, founder and chief executive officer, said that both True Chef and Chef'd Meal Kits will be available for purchase at all Gelson's locations: "We are extremely excited to relaunch the Chef'd and True Chef brands in Gelson's Markets and it is a testament to the quality of product and our ability to meet the highest standards of Gelson's and its customer base."

"Our strategy is to provide retailers with a multi-brand offering with the ability to provide meal kit options based on price, demographics and geography; Gelson's agreed with us and has built a destination with both the True Chef and Chef'd brands for its consumers," said Robert Jones, president of True Food Innovations.

Gelson's Markets is carrying all eight recipes from both brands providing consumers a selection of recipes, including Truffle Butter Sirloin Steak, Chicken Marsala and Saffron Tomato Chicken.

True Chef and Chef'd Meal Kits are free from all artificial colors, preservatives and artificial flavors, company officials said. "We are very excited for this partnership. We pride ourselves in providing our customers top quality product and look forward to a successful relationship with True Chef & Chef'd meal kits," said Paul Kneeland, senior produce executive, Gelson's Markets.

True Food Innovations has developed first-of-its-kind patent-pending formulations for fresh meal kits that are specifically designed for retail. Consumers can now enjoy delicious, safer and all-natural, restaurant-quality meals made right at home and purchased locally at your favorite club or grocery store without having to subscribe to home delivery services.