Blue Apron has realized that we don’t really want to do any work
by Jennifer Pattison Tuohy from The Verge - All Posts on (#61SEQ)
Some assembly required. Blue Apron's new Ready to Cook meals mean even less effort on your part. | Image: Blue Apron Struggling meal kit company Blue Apron has launched a new line of ready-to-make meals, addressing the complaint that its home-delivered, pre-portioned recipes still require too much work to make and too much cleanup afterward.
The new ready-to-cook meals do require some assembly but, crucially, no chopping or cleaning up, as its signature ingredient meal kits famously do. Just unpack the pre-portioned proteins, veggies, etc., throw it all into a provided (recyclable) aluminum tray, and pop it into the oven. It's cooking, Jim, but not as we know it.
With increased competition and a growing aversion to subscription services among customers, Blue Apron's annual revenue hasn't kept up with its early successes. Valued at $2 billion in 2015,...