Blue Apron has joined forces with Walmart.com to expand its portfolio of offerings while simultaneously growing its consumer base. Launching a selection of meal kits online, Walmart shoppers can now purchase a range of classic menu items and family favorite recipes without a subscription.
“Through our work with Walmart.com Marketplace, we will be able to scale our e-commerce presence and introduce restaurant-quality meals without a subscription to a new group of customers who may not have considered meal kits before,” said Dani Simpson, Blue Apron’s Chief Marketing Officer. “We are offering Walmart.com’s customer base convenient and delicious meal options that feature a variety of unique and quality ingredients. This is just the beginning, and we look forward to expanding the offering throughout the year.”
Currently, Blue Apron is the first and only meal-kit provider on the Walmart Marketplace platform, a release noted. The platform serves millions of monthly shoppers, offering a great base for Blue Apron to enable customer growth.
By partnering with third-party sales platforms, Blue Apron will gain new audiences while this category of distribution allies also allows shoppers to buy the company’s boxes without a subscription, removing any barriers for trialing its products.
“We are thrilled to work with Blue Apron to offer an assortment of meal kits to Walmart customers,” said Sheetal Patel, General Manager of Food Consumables, Health and Wellness, Walmart U.S. Marketplace. “At Walmart, finding ways to help our customers live a little better each day is at the heart of everything we do. These fantastic meal solutions will make it easier and faster for busy families and individuals to discover, plan, prepare, and enjoy delicious and quality meals.”
Blue Apron will now be offering four meal kits that serve up to 12 on Walmart.com including Cheese Crisp Burgers with Dijonnaise, Arugula & Balsamic Onions and Rosemary & Panko Chicken with Roasted Potatoes & Creamy Lemon Sauce. The company will also offer a selection of Heat & Eat meals, Blue Apron’s prepared, single-serving options that are ready in 5 minutes or less.
The boxes will be directly fulfilled by Blue Apron, maintaining the company’s direct-to-consumer model and strong supply chain. The provider expects to continue to add more of these categories of offerings throughout 2022.
Where will Blue Apron expand its reach next? Stay tuned to Deli Market News for answers.