Blue Apron is making a comeback with a new strategy that will see it bring meal-prep kits to market. While meal kit companies appeared to be traversing rocky waters—as Blue Apron can attest—providers across the country are pivoting their operations to stay competitive and keep meal kits in consumer consciousness.
Blue Apron's new meal-prep kits will help consumers prep, cook, and store eight individual servings of different meals in 1.5 to 2 hours. The program is set to roll out nationwide by the end of 2020, according to a post on Blue Apron's website.
Meal prepping has been on consumers’ radars for well over a year—I can remember meal prepping in 2016, when my rigorous college schedule called for pre-planned meals. As Blue Apron looks to carve out a new space for itself in the meal kit delivery sector, perhaps this is the space in which it can spread its wings and fly.
Blue Apron's latest effort only further adds to its long-term resurrection strategy, which has included teaming up with Beyond Meat and appointing new Chiefs to help drive expansion and growth.
The new meal-prep kits are available now to shoppers throughout the East Coast and Mid-Atlantic. Will this new program be the market foothold Blue Apron has been seeking in recent months? Deli Market News will continue to report on the most breaking news.