On the demand side, Blue Apron has found that many customers want more flexibility than the locked-in subscription model.

The category has suffered from saturation with numerous other startups such as HelloFresh as well as retailers such as Kroger, Albertsons and Walmart coming out with offerings. In the third quarter, Blue Apron’s subscriber base fell 25 percent year-over-year to 646,000. The cost is the same as Blue Apron’s existing two-person plan that includes three recipes delivered weekly for $59.94, equaling $9.99 per serving.īlue Apron, which went public in 2017, saw its stock price recover slightly on news of the WW deal, but is still trading barely over $1.00 as the meal-kit category hasn’t grown as much as expected. WW earns a fee for every subscription it secures. “This is a great way for us to get our brand in front of multiple customers at a time.” “Historically, we’ve been going out and acquiring one customer at a time,” Blue Apron CEO Brad Dickerson told The Washington Post.

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