Before the checkout line, before the parking lot chaos, before the free coffee station disappeared, Trader Joe's had something far more magnetic: the thrill of discovery. That new jar of jalapeño sauce, a frozen vegan korma, those $2 eucalyptus bundles tucked by the door—each visit felt less like a grocery run and more like a treasure hunt. It wasn’t just about affordability or flavor; it was about finding something unexpected, maybe even delightful.
A product you didn’t know you needed until it was already in your cart. Purple Carrot That same sense of low-stakes adventure—combined with a kind of daily, working-person practicality—is exactly what today’s vegan meal kits are serving. Think of them as Trader Joe's in box form: always new, often global, reasonably priced, and deeply satisfying.
And for a growing number of Americans, they’re becoming the easiest on-ramp to a more plant-forward plate. 5 billion in 2025. But it’s expected to swell to more than $12 billion by 2035, driven by a wave of interest in healthier, climate-friendly, and time-saving ways to eat at home.
Every type of consumer seems to be feeling the pull: Gen Z, Baby Boomers, families, and solo eaters are all experimenting with a range of meal kit services. Diet preferences, too, run the gamut from omnivores to vegans. Even fast-food loyalists are getting pulled in by an ever-expanding menu of easy, tasty dinners that don’t require a trip to the store or even much thinking at all.
Getty "One of the major driving factors for the growth of the meal kits market is the increasing consumer demand for convenient and healthy eating options," reads a recent market analysis . The Food and Agriculture Organization says that more than 30 percent of consumers are now prioritizing food options that are both convenient and healthy. Plants, plated And if you're looking to eat more plants, the kits are increasingly accommodating.
Purple Carrot , one of the first fully plant-based meal kit companies, continues to lead with options like tofu chicken parmesan and New England lobster rolls. The company has since added pre-made meals, snacks, and even frozen products to its lineup. Registered dietitian Caitlin Beale, MS, RDN, who recently reviewed Purple Carrot, said the company works with nutritionists to create its meals.
"The balance of nutrients did align with what I believe makes up a healthy meal," she wrote. " Studies and the five regions in the world known as the Blue Zones —where people routinely live past 100—back this up. "Some of these benefits are related to eating more fiber , and the fiber content in Purple Carrot meals was a highlight," Beale noted.
"Each meal provides at least eight grams of fiber, with most servings providing more than 10 grams. " And other platforms have followed. FireRoad Foods has gained traction among athletes. Founded by a former professional Ironman, FireRoad's meals are entirely vegan and high in protein, making them ideal for active lifestyles and anyone looking to up their protein intake.
Green Chef now offers robust vegan options, while Hungryroot and Thistle blur the line between grocery haul and meal delivery with curated bundles that combine fresh produce, grains, sauces, and plant-based proteins for mix-and-match cooking. Thistle Blue Apron , long known for its dinner party worthy recipes, now offers several plant-forward and vegetarian options each week, and while its vegan dishes are less consistent, customers can often customize proteins or omit dairy to make meals fully plant-based. Its menu has included dishes like tofu and rice noodle stir-fry with ponzu sauce, or roasted sweet potato tacos with spiced pepitas and cabbage slaw.
Marley Spoon —the Martha Stewart-backed service—has expanded its vegetarian selection and frequently offers vegan-friendly recipes like Thai-style tofu curry or minestrone with farro, often marked with dietary tags that help customers tailor meals to their preferences. Dinnerly , Marley Spoon’s more affordable sibling brand, caters to budget-conscious eaters and includes rotating vegetarian and dairy-free recipes that can often be made vegan with minor swaps. Even EveryPlate , one of the most affordable options on the market, is expanding its veggie selections to meet demand from those dabbling in meatless weeks or aiming for more climate-friendly eating.
The secret to success: variety Much like Trader Joe's, variety is the hook. At Green Chef, you might find miso-glazed tofu with charred pineapple one week and Mediterranean chickpea bowls the next. ) and make it frictionless. Open box, boil pasta, roast tofu, and dinner is served.
And then there’s the price. While Purple Carrot sits at the higher end, around $18 per serving, Green Chef falls in the $7 to $11 range, depending on plan size and promotions. For under $10, many kits let you sidestep the $8 smoothie or $14 Sweetgreen run in favor of a dinner that actually feels like dinner.
It’s a different kind of indulgence—one based on time saved and mental energy preserved, rather than novelty alone. Behind the scenes, some brands are even channeling that Trader Joe’s ethos of discovery and storytelling. Purple Carrot, for example, regularly partners with chefs and influencers to roll out limited-edition dishes, tapping into the same impulse that draws customers to a new item on the end cap.
Meanwhile, Hungryroot gamifies the grocery experience with a credit system that lets users fill their box with a mix of prepared meals and full-size grocery staples, mimicking the curated-yet-choose-your-own-adventure vibe of walking through a Trader Joe’s aisle. Canva Of course, just like Trader Joe’s, not all meal kits are equally sustainable. Many still use plastic-heavy packaging, and not all source organic produce or carbon-neutral shipping.
But the category is evolving fast. Purple Carrot has pledged to reduce packaging waste and Green Chef is certified organic. Even Thistle, a ready-to-eat service that offers plant-based meals in recyclable jars, takes care to track delivery emissions and encourage returns of shipping materials.
The convergence of accessibility, surprise, and ethics is what makes this generation of vegan meal kits feel like Trader Joe’s in spirit. Instead of being tied to a physical location, these little bundles of kale-coconut curry or roasted squash tacos show up at your door right when you need them. Meal kits may not replace the quirky aisle wander or the frozen cauliflower gnocchi, but they offer something more immediate: a way to eat well, without overthinking it.
And for many busy, exhausted, well-intentioned humans, that’s the real magic trick—not just what’s for dinner, but how easy it was to get there.
