Meal kit companies are joining on-demand food delivery services in using sponsorship to market their offerings.

Full Circle this year partnered with three events produced by Festivals Inc.: Bite of Seattle, Taste of Tacoma and Oktoberfest Northwest. The company delivers meal kits with organically-grown produce and farm products.

The meal kit category largely consists of two sectors: retailers and direct delivery services (Blue Apron, Plated, etc.).

And the category’s appetite for sponsorship is expected to grow as more players enter the market, some with deep marketing budgets. Amazon, for example, this month announced its own ready-to-cook meal kit. The launch comes one month after news of Amazon’s planned acquisition of Whole Foods.

To be sure, demand for meal kits is growing. One in four adults in the U.S. have purchased a meal kit in the last year, with 70 percent continuing to purchase them after making their first purchase, per a March 2017 report by Nielsen.

While consumers across the shopping spectrum purchase meal kits, certain groups are more interested in them, according to Nielsen. Men are 40 percent more likely to purchase meal kits than their female counterparts across all generations, while Millennials and Generation X consumers are 321 percent more likely to purchase the kits than older generations.

Another key demographic: families. Families purchase meal kits 326 percent more often than households without children, per Nielsen.