NEW YORK—Blue Apron is now offering meal kits without a subscription via Amazon. According to Blue Apron, the Amazon partnership is a continued expansion of the company’s third-party channel strategy to increase exposure to a wider pool of potential customers.
“Our customers regularly tell us how much they love our meals. By offering a selection of products in the U.S. Amazon store, we are able to provide Amazon customers the opportunity to buy a range of chef-curated meals that will arrive quickly to their door,” said Josh Friedman, Blue Apron’s Chief product officer. “Our mutual commitment to exceptional customer service will allow us to continue to deliver a great experience.”
Blue Apron is offering a selection of meal kits, including its ready-to-cook options, family favorites recipes and quick heat and eat meals. Additionally, customers will be able to purchase Blue Apron’s limited-time, special occasion boxes on the site, including a host of holiday options perfect for entertaining.
“Offering an assortment of Blue Apron meal kits will make it even easier for Amazon customers to prepare delicious meals,” said Janie Song, Amazon’s director of grocery and health and personal care. “We hope this offering will inspire those new to cooking and save time for seasoned cooks looking for quick, convenient options.”
Blue Apron is expanding its ecosystem as part of its goal to drive customer growth through multiple avenues, including third-party sales platforms designed to reach new audiences while removing barriers to trials. While meal kits are sold on Amazon, boxes are directly fulfilled by Blue Apron operations.
The availability of Blue Apron meal kits on Amazon store builds on the companies’ previous collaborations. Blue Apron recipes are available with Amazon Alexa, where customers can prepare their Blue Apron two-serving and four-serving recipes with hands-free instructions on Alexa-enabled devices.
In June, Blue Apron meal kits became available on Walmart.com without a subscription to the meal-kit company. Blue Apron is the only meal-kit provider on the Walmart Marketplace platform, and the boxes will be directly fulfilled by Blue Apron.