Blue Apron's New Retail Line is Now Available on Jet.com's City Grocery Service

Blue Apron meal-kits from Jet.com |   Blue Apron

Blue Apron meal-kits from Jet.com | Blue Apron

Ever since the Blue Apron partnership with Walmart's Jet.com was announced late last year, the company’s meal-kits have been available on the retailer's online marketplace.

Jet.com became the first online retailer to sell the Blue Apron meal-kits, but Blue Apron tested a new product line dubbed "Knick Knacks" at Costco last May.

"We've completed our national retail pilot with Costco, which was our first opportunity to gain learnings and build competencies in expanding our product in the retail environment," said a spokeswoman for Blue Apron to "Grocery Dive." "Through our pilot with Costco we created our retail product which we were able to use as an entry point onto Jet's platform, and we also applied learnings from the Costco pilot to create our newest product, Knick Knacks."

The line has an extended shelf life and "bundles sauces, grains, dairy, spices and step-by-step recipes that customers then pair with their choice of a retailer's produce or protein."

However, the company paused the Costco test right before the holidays last year and has announced that this "national retail pilot" has come to an end.

Now, the meal-kit company is focusing more on online retail and the Knick Knacks product line is now available on Jet's City Grocery platform.

It's priced below most retail meal-kits at $7.99 for a two-person serving.

Although Blue Apron has made a play to increase its availability by partnering with other retailers, the company has struggled to gain subscribers and increase sales over the last year.

Blue Apron saw a 25 percent drop in subscribers last December compared to the year before.

Learn more about the company's new product line at "Grocery Dive" now.

Will Blue Apron ultimately make it in today's saturated market? Check out this past On Foodable: Industry Pulse episode about meal-kits as we explore whether or not this category will survive in the current state of the industry.