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

Blue Apron meal-kits from |   Blue Apron

Blue Apron meal-kits from | Blue Apron

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

Is The Meal-Kit Market A Mission Impossible Or Will It Survive?

On this episode of On Foodable: Industry Pulse, we touch on the topic of meal-kits and whether or not the category will survive in the current state of the industry.

It’s no secret large players like Blue Apron and HelloFresh are failing at becoming profitable.

For example, Blue Apron, the largest U.S.-based, meal-kit focused company, was forced to implement a company-wide realignment in October 2017 laying off about six percent of its employers after the company saw a drop in subscribers among other shortcomings. Today, the company closed in the New York Stock Exchange at $1.83— a very low number in comparison to the company’s $10 IPO price.

Although there is no profitability yet for those types of companies which solely focus on meal-kits, that hasn’t stopped grocers or even restaurant chains from jumping on board to compete.

Earlier this week, Foodable reported on Chick-fil-A’s latest plans to roll out meal-kits in August.

Watch the video above to learn about what might save this category from flopping!

HelloFresh and Grubhub Snatch Up Restaurant Customers

HelloFresh and Grubhub Snatch Up Restaurant Customers

Consumers today are looking to save time, money, and calories. And in trying to do that, it has completely changed how and where they eat. According to data from the USDA, at least 50% of U.S. food expenditures in 2014 we’re allocated towards food away from home. That number has steadily increased since they began collecting the data in 1929.

Additional USDA data shows that 62 percent of millennials surveyed in December 2017 reported purchasing prepared deli food, carry-out, delivery, or fast food within the last seven days.

Mostly fueled by trends to eat healthier meals in shorter amounts of time, consumers are more than willing to fork over some extra cash for convenience and time efficiency.

According to business insider, there is a massive unfulfilled market opportunity here.

“As of 2015, about $210 billion worth of food is ordered for delivery or takeout on an annual basis in the U.S., according to Morgan Stanley research. But two of the industry leaders, GrubHub/Seamless and Eat24, generated a combined $2.6 billion in food sales last year. This means the market is underpenetrated but massive, which will incentivize continued competition and, potentially, an influx of new entrants.”

Meanwhile, the meal kit industry has seen exactly that sort of influx. The meal kit industry was dominated by Blue Apron just one year ago. Now, though Blue Apron has managed to hold on to its lead internationally, their market share has more dropped more than 17 percent and now Hello Fresh has surpassed them as the largest meal kit company in the US. And other competitors like Home Chef and Sunbasket are now gobbling up those extra dollars.

But the overall popularity of meal kits is dipping. The Wall Street Journal recently reported that investors have all but abandoned the meal kits space. And data from Foodable Labs shows that all the top meal kit brands are showing decreases in their consumer sentiment ratings.

Still, the meal kit industry is a 1.5 billion dollar industry, and certain segments of our industry are heavily impacted by consumer crossover with meal kits and groceraunts. For example, 34.7% of fast casual customers also use meal kits or groceraunts, making them a direct competitor. QSR’s, on the other hand, are safest with only 12.3% crossover.

Check out the episode above and let us know what other data you want to see!

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HelloFresh Finds Success in U.S. Surpassing Blue Apron in Customer Growth

HelloFresh Finds Success in U.S. Surpassing Blue Apron in Customer Growth

Since the German meal-kit service, HelloFresh, went public late last year, the company more than doubled its customer base in the United States. This is thanks to its wise investment in marketing, which has propelled the business forward surpassing its biggest competitor— Blue Apron.

“HelloFresh’s customer base also grew to 1.5 million globally, making it much bigger than Blue Apron, whose customer base shrank 15 percent to 746,000 due to lowered marketing spending,” as reported by “Recode.” It’s important to note that “HelloFresh includes customers who’ve received free boxes toward its customer total while Blue Apron only counts paying customers,” which obviously adds to its overall customer count.

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Blue Apron's CEO Steps Down, CFO and Former Under Armour Executive To Take Over

Blue Apron's CEO Steps Down, CFO and Former Under Armour Executive To Take Over
  • Blue Apron's CEO, Matt Salzberg, steps down and is now an Executive Chairman for the company.

  • Blue Apron is searching for a new CFO since Brad Dickerson stepped in new CEO role, for the meal-kit company.

News of Blue Apron’s CEO stepping down came earlier this month, when it was announced the co-founder of the meal-kit company, Matt Salzberg, would be leaving behind his post to Brad Dickerson, previously Blue Apron’s CFO, to fix the company’s financial troubles.

The company has been suffering production problems and is projecting slower sales growth.

Salzberg won’t go away completely, though. He will remain involved with the company as an executive chairman as Blue Apron begins to look for a replacement for the vacant position Dickerson left behind.

“We still have the ability to drive much more efficient margins going forward, and that gives us more ability to spend more money on things like marketing,” Dickerson told “Bloomberg” in a phone interview. “Margin is really the key to unlocking the future, both for near-term and long-term success.”

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