Leading meal kit subscription service Blue Apron has expanded its Blue Apron Market offerings to include new opportunities for customers to buy its food without the need for a full subscription.
According to the company, the move to provide its customers with enhanced flexibility comes as a result of people returning to in-person work; unintentionally, the company had been catering to locked-down clientele for quite some time.
The Blue Apron Market now offers users the chance to buy single items, exclusive meal kits, and even specialty ingredients packages, so they can create their own meals. A standout offering currently on the site is the brand's signature 'Summer Lobster Box' kit, which includes lobster rolls, potatoes salad, and greed salad.
“We look at our e-commerce platform as a complement to our subscription model,” said Josh Friedman, chief product officer, Blue Apron.
Image Credit: Blue Apron
Key Themes Behind This Trend
- Expansion of Meal Kit Market
- Opportunity for meal kit companies to offer greater flexibility to customers by allowing one-off purchases and ingredient packages.
- Shift to In-person Work
- Companies can capitalize on returning to in-person work by catering to customers who want to create meals on their own time with meal-kit offerings without subscription
- Specialty and Exclusive Meal Kit Offerings
- Opportunity for meal kit companies to attract and retain customers with exclusive meal kit options
Where This Applies
- Meal Kit Subscription Services
- Meal kit subscription services can offer more variety in their offerings to attract and retain customers
- E-commerce Platforms
- E-commerce platforms can be complementary to traditional business models and offer increased flexibility in sales and marketing
- Food and Grocery Retail
- Food and grocery retailers can offer greater convenience to customers seeking specialty ingredients or exclusive meal kits.
