As the meal kit war heats up, with even Amazon and Weight Watchers getting into the mix, the grandfather of all meal kits, Blue Apron, is now taking their sales to stores.
Currently, Blue Apron operates via a subscription-based model, with options for full kits of multiple meals for multiple serving sizes and à-la-carte cooking kits, but by the end of this year, we will be able to buy these kits without a subscription in stores according to The Wall Street Journal.
Blue Apron soared to popularity when it first came out, but its popularity has dipped in recent times, both because of expense and the commitment issue, but also because of competition. Walmart’s kits cost between $8 and $15 for two servings and Amazon’s preportioned meal kits are also competitively priced. With Walmart and Weight Watchers offering in-store kits, it only makes sense Blue Apron would have to follow suit.
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Right now, Blue Apron costs subscribers about $60 a week for three meals for two people (or around $10 per serving), but there’s no word yet as to where these meal kits will be sold in brick-and-mortar stores and how the prices may differ from the subscription-based options.
Blue Apron, originally credited for being a bridge between wasting money on excessive groceries and our tendency to order takeout because it’s quicker and easier, lets us make beautiful meals at home with only as many ingredients as we’ll need for the recipe and less waste. It’s a great idea, and we’re excited to see them expanding with the times.