Its official Jet.com, the e-commerce company owned by retail giant Walmart, will be the first retailer to sell Blue Apron meal-kits.
Now, customers in New York City, along with surrounding areas like Jersey City and Hoboken can receive a meal-kit with next-delivery through Jet’s City Grocery service.
Both companies announced the partnership on Monday and there will be two meal-kit recipes rotating specifically for Jet.com customers.
For the launch, four meal-kits are available for delivery including the Togarashi Popcorn Chicken with Sweet Chili Slaw & Jasmine Rice and the Dukkah-Spiced Beef & Couscous with Tahini-Dressed Broccoli recipe.
The meal-kits, which feed two, are priced between $16.99 to $22.99 and customers don't have to subscribe to Blue Apron to get a meal-kit either.
“Teaming up with Jet enables us to dynamically serve the lifestyle of metropolitan consumers, who will now be able to conveniently fill up their online shopping carts with high-quality Blue Apron meals that can be cooked in 30 minutes or less while shopping for other everyday needs, " said Brad Dickerson, CEO of Blue Apron in a press release. "This exciting launch is another step forward in our channel expansion strategy and reflects the strength of the capabilities we are developing to readily support a variety of opportunities to broaden our access to consumers.”
This appears to be the latest strategic move by Blue Apron as the on-demand delivery space gets more competitive.
As meal-kit delivery services struggle to grow their subscriptions, partnering with retailers is a clever way to gain more customers, especially those that aren't sure about the subscription-based model.
Blue Apron was the first meal-kit company to go public, but its debut on the New York Stock Exchange was lukewarm. The Whole Foods acquisition by Amazon was announced the same month the meal-kit company went public, which diminished some of Blue Apron's momentum.
But now, Blue Apron has a partnership with one of Amazon's biggest competitors.
Will meal-kits ultimately survive in today's saturated market? In July, Foodable reported that the QSR chain Chick-fil-A announced that it will also be offering meal-kits.
Watch this recent On Foodable: Industry Pulse to see what needs to happen for some of these companies to stay in business.