Blue apron teacher discount4/21/2023 They’re now sold in more than 60 Costco locations, with recipes rotating monthly. ![]() So last month, Blue Apron began hawking its meal kits somewhere unexpected: in retail stores. ![]() ![]() Yet with an IPO that fell short of expectations, Blue Apron needed to think outside its very cold meal-kit boxes. More recently, online retail giant Amazon experimented with its own delivery meal kit, just one month after acquiring Whole Foods last year. For anyone who prefers meal-kit companies endorsed by sports dynasties, but are more of a Warriors fan, there’s Homemade, designed by empire builder Ayesha Curry. After they’re done, subscribers can simply recycle the box, or nail it to the wall to show off their cooking conquests.Īs of 2017, Blue Apron dominated the $4.65 billion meal-kit market, with over 40 percent of the market share (if one were to picture the space as an actual meal kit, Blue Apron would be the biggest container in the box, with all the other players in little Ziploc bags - at least in terms of brand familiarity).Īnd there are plenty of competitors, including Sun Basket (Blue Apron but with all organic ingredients), Purple Carrot (Blue Apron but plant-based and endorsed by five-time Super Bowl champion Tom Brady), and Plated (Blue Apron but with additional meal-plan options, not to mention labels that tell you which ingredients go with which meal - an occasional complaint from Blue Apron customers unable to find specific ingredients in a box). For anyone who’s been too busy cooking from scratch to notice the meal-kit phenomenon, they’re typically mailed once a week to subscribers via boxes containing pre-portioned (and sometimes pre-cut) ingredients, basic instructions on how to turn them into different meals, and huge chunks of ice to keep it all cold. Meal kits are the paint-by-numbers of the cooking world.
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