Blue Apron Revamps: Less ‘Rigid,’ More Customization And Pre-Made Meals

Nearly two years after its $130 million acquisition by Wonder Group, Blue Apron has unveiled “a major evolution” that includes a new identity, expanded product lineup and subscription-free shopping options.

Previously built on “rigid subscriptions and fixed meal plans,” the relaunched platform aims to offer flexibility, convenience and fewer barriers, according to Whitney Pegden, SVP and general manager of Blue Apron at Wonder.

“We know families are juggling a lot, especially during the dinnertime rush between 5 and 8 p.m. They need options that are fast, nutritious, and still feel special. That’s exactly what we’ve built – meals ready in as little as five minutes, no subscription required,” Pegden said in a statement.

Blue Apron has more than doubled its assortment to more than 100 meals, most of which can be customized. In addition to its signature meal kit offering, the menu now includes Dish by Blue Apron pre-made meals and Assemble & Bake one-pan meals featuring pre-chopped and prepared ingredients.

Blue Apron also is posting a permanent menu of its top-rated meals in addition to rotating offerings.

“With this relaunch, we’re introducing two new product lines focused on convenience,” said John Adler, SVP of Product Innovation at Blue Apron, in a statement.

Founded in 2012, Blue Apron was an early leader in the once-burgeoning meal kit category, touting a valuation as high as $1.9 billion at its initial public offering in 2017. The business began facing financial challenges as pandemic-driven demand faded and consumer adoption of meal kit subscriptions contracted. The market itself has experienced consolidation and evolution in recent years as players grapple with changing consumer behaviors.

Wonder Group, founded by serial entrepreneur Marc Lore, operates a platform that allows consumers to place one order for meals spanning multiple, Wonder-exclusive restaurant menus that are then delivered direct-to-consumer.

Last year, Wonder acquired food ordering and delivery platform Grubhub for $650 million, and earlier this year the startup scooped up independent media firm Tastemade for $90 million.