Blue Apron to Launch its In-Store Meal Kit
Blue Apron announced that its meal kit will be available in stores, according to a report published on March 16, 2018.
This announcement was made at a time when the meal kit subscription company was struggling to increase their profits. Recently, hundreds of employees were laid off and the company lost its CEO as well. The number of subscribers for the company has reduced from 1 million to 746,000 in February. There were many competitors in the same field and this made it difficult for Blue Apron to succeed with their innovative ideas. In the beginning of this month, Weight Watchers had announced its plans for selling meal kits in store and Walmart also had the same idea. However, meal kits of Walmart will be available to people through online service.
Blue Apron spokesperson said, “The new in-store meal kit offering will make its brand more accessible to homes across the country and will provide the unique and consistent product experience that our customers have come to know and expect from us, including high-quality ingredients and chef-driven recipes.” These kits could be used as a user acquisition strategy for its subscription of business. The grocery stores who will be selling Blue Apron’s meal kits and the cost of the in-store kits were not announced by the company. It is expected to be available to users by the end of this year.
Many other plans were made by the company to improve its business. In January, they started selling Whole30 meal plan and for people who wants to follow healthy eating, Mediterranean Diet recipes were launched.
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