Of late, though, the company has seen something of a resurgence. Adding more choice to its offerings potentially allows Blue Apron to reach a wider audience.īlue Apron has struggled for the last few years, along with the entire meal kit sector. That the extra features are all about customization and flexibility makes sense, given the uncertainty of the restaurant dining room and the fact that more consumers are eating in these days. This new feature gives customers the option for two boxes per week, for a total of eight different recipes that can be delivered at staggered times.įinally, Blue Apron has added an extra meal to its Two-Person Signature box for a total of four meals per week. Subscribers normally get one box per week that contains all ingredients for Blue Apron meals for that week.
(Blue Apron has maintained a partnership with Beyond Meat since 2019.)īlue Apron subscribers will also have the option to receive multiple boxes per week. Customers will be able to “customize select recipes” by swapping out choice of protein, switching a veggie for a starch, increasing portion size, and replace a meat portion with a plant-based protein.
Recipe customization is the most intriguing of these options. To do this, Blue Apron unveiled three new features: recipe customization, the ability to get multiple meal kit boxes per week, and more meals per week for the two-person box. Blue Apron announced today it has expanded its product line to introduce more flexibility into its meal kit subscription plans, likely in a bid to reach a wider number of homebound customers.
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