While other players in the food-supplying industry—AKA Walmart and Whole Foods—seek to expand their IRL offerings onto the web, meal-kit subscription service Blue Apron seems to be working, well, backward. After experiencing a fiscally challenging period in sales and on the stock market, the Wall Street Journal reported yesterday that the company has announced plans to reshape its business model to deliver its meal kits not only to your front door but also to your local grocery store, sans subscription, hopefully by the end of this year.
Blue Apron hasn’t yet announced which retailers will stock its meal-prep kits, but once they hit the shelves, they’ll be in good company. Both Walmart and Kroger now have similar ready-to-cook offerings.
Blue Apron had its IPO last summer, just after Amazon announced it would purchase Whole Foods, and since then, the subscription service’s stock price has declined 75 percent and it has lost more than 250,000 subscribers, Eater reported. Blue Apron hasn’t yet announced which retailers will stock its meal-prep kits, but once they hit the shelves, they’ll be in good company: Both Walmart and Kroger now have similar ready-to-cook offerings, likely in an effort to compete with the online and in-store versatility Amazon and Whole Foods offer.
Blue Apron’s brand-new business plan definitely constitutes a meal-prep dream come true for anybody who has trouble committing to subscription services. Plus, you won’t have to go through the (very stressful) process of picking all of your meals a week in advance or waiting anxiously by your door for an oversize refrigerated package to arrive. In other words, Blue Apron’s next move just might be a win for your weeknight dinners.
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