Sticker price is not the true cost of groceries. A realistic comparison includes groceries, gas, time, and food waste. A typical grocery trip adds travel costs and about 3 hours of labor for shopping, cooking, and cleanup.
When you factor in wasted ingredients and impulse buys, the true cost per meal often exceeds the listed price. ICON Meals give a fixed price per serving, no waste, and zero prep time.
For many households, the total cost per meal is similar or lower than groceries once time and waste are counted, with predictable macros and portion control.