Kroger, which is probably the biggest grocery chain accounting for all of the chains under their umbrella, just started rolling out their own last month. Their price point is $14–18 for two, or just under the price of meal kit delivery services but probably still with better margins given their supply chain. I haven't tried them yet but I plan to.
Of course you can also buy a lot of pre-prepped food these days if you're so inclined. That said, I expect the main market here is people who are OK with cooking but just don't want to put a lot of thought into planning, making a shopping list, etc.
