Colruyt launches meal delivery service Rose Mary

Belgian supermarket chain Colruyt has launched its own fresh food delivery service, called Rose Mary. The service enables customers to order ready-made meals. For now, Rose Mary only serves consumers in the Brussels region.

The meals are made by chefs working in the kitchen of the Colruyt Group Academy in Ukkel, near Brussels. Previously, this space was being used for cooking workshops, but due to the coronavirus outbreak, Colruyt has stopped offering these classes. It now uses the kitchens to prepare the meals for the new meal delivery service.

The chefs make the meals in three different categories: twisted classics, tasty healthies and world kitchen.

Faster and more convenient than cooking

“We think of Rose Mary as a healthier alternative to other meal delivery services. Our meals are a faster and more convenient alternative to self-cooking. This is because the meals are ready-made, so already cooked and only need to be heated”, spokeswoman Silja De Cock explains.

We think of Rose Mary as a healthier alternative to other meal delivery services.

Currently only in the Brussels region

De Cock says the concept is an answer to the consumer’s demand for quick, fresh and healthy meals. “Freshness is also our greatest asset: customers order before noon and receive their meal delivered to their home in the evening by a bicycle courier. For the time being, this only takes place in Brussels, as this is a new food concept that is still very much in its infancy.”