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Main » Amazon or Blue Apron? Tech giant could soon deliver meal-kits — GeekWire

Amazon or Blue Apron? Tech giant could soon deliver meal-kits — GeekWire

18 July 2017

That left some thinking it could be a good partner for Whole Foods Markets - until Amazon moved, two weeks after Blue Apron filed its prospectus, to buy the retail chain, limiting Blue Apron's options. The trademark application was filed by Amazon Technologies, an Amazon subsidiary. "You be the chef", according to The Times.

The Amazon service plans to focus on "ready for cooking and assembly" meals composed of meat, poultry, fish, seafood, fruit and vegetables, according to the paperwork.

The service sounds similar to meal kit delivery services like Blue Apron and HelloFresh, which regularly mail groceries to a customer's doorstep so that they can cook dishes without any extra trips to the store.

Amazon has registered for a service described as, "We do the prep".

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As of reporting the news, Amazon's stock continues to rise and Blue Apron's is seeing a notable drop off.

Any Amazon meal kits to come in the future will likely be sold through Amazon Fresh, the company's online grocery ordering and delivery service.

Blue Apron shares tumbled more than 11 percent to $6.51, a drop of almost 35 percent since its June 29 initial public offering price of $10.

It may be some time before we see Amazon-branded meal kits online, but the competition is already feeling the heat. The frozen, prepared and packaged meals/food kits will consist "primarily of grains, rice, noodles, pasta or bakery products".

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Blue Apron stock has been consistently threatened by Amazon since its IPO last month because of Amazon's acquisition of Whole Foods (WFM - Free Report).

TechCrunch's investigation also turned up evidence that Amazon is planning a line of pre-made food.

Blue Apron, which raised about $300 million in the IPO, ships boxes to customers filled with all the raw ingredients needed to make home-cooked meals. But the industry still remains small, with only about 5 percent of USA households using the kits, according to market research firm The NPD Group.

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Amazon or Blue Apron? Tech giant could soon deliver meal-kits — GeekWire