Smart diets

2024: Service Launch

The largest grocery retailer X5 is launching a pilot project to deliver ready-made rations via the Smart Diets subscription. This became known in mid-October 2025.

The company X5 managing the networks Intersection"," "" and FiveSiskin"" registered the domain rationx5.ru October 1, 2025. The site says about the imminent appearance of a service that will help close basic needs and free up a couple of hours a day for customers.

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Фото: Freepik

An X5 representative explained the details of the project. At the testing stage, the menu will consist of the company's ready-made food range and is designed for a week. Customers will be able to receive ready-made meals on a regular basis according to the subscription model.

The project will be launched at the end of October 2025 in one of the districts of the south of Moscow. The service is designed for customers living around the delivery area of ​ ​ one darkstore. The representative of X5 clarified that based on the results of testing, a decision will be made on the further development of this service.

Mikhail Burmistrov, General Director of Infoline Analytics, assessed the financial side of the project. In his opinion, X5's investment in launching a pilot project to deliver ready-made rations is likely to be minimal. The company already has the necessary infrastructure to implement the service.

Mikhail Burmistrov recalled the advantages of the retailer. The company already has the necessary production facilities for the production of finished products. X5 has infrastructure for delivery through online services. The retailer has an advanced loyalty program to attract subscribers.

Irina Bolotova, an expert at the Pro.story shopping space organization service, cited sales statistics. In 2024, X5 sold ₽160 billion worth of finished food products. Earlier, the retailer predicted an increase in the share of ready-made meals in grocery retail sales.^[1]

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