Not necessarily. The margin on meal kits are stronger than the ingredients alone (e.g. sliced fruits & veggies). In relation to the volume, meal kit buyers still need to eat. The hungry buyer must cook at home (w/ groceries), go to a restaurant, or buy a second meal kit. To me, this sounds like an attack on the fast food / restaurant industry. Grocery stores can market these meal kits as more affordable, healthier, and 'hip'.