Meal kit company Blue Apron announced that Walmart.com will begin offering a selection of its products without a subscription, "from classic menu items to family favorite recipes." making it "the first and only meal-kit provider on the Walmart Marketplace platform, which serves millions of monthly active shoppers."
According to the announcement, Blue Apron "is expanding its ecosystem to drive customer growth, including through third-party sales platforms that bring significant new audiences to Blue Apron. This category of distribution partners will allow consumers to buy Blue Apron boxes without a subscription, removing potential barriers for trial. The boxes will be directly fulfilled by Blue Apron, maintaining the efficiency and scale of the company’s direct-to-consumer model and strong supply chain. Blue Apron expects to continue to add more of these categories of offerings throughout the coming year."
- KC's View:
Blue Apron has been around for a decade, and certainly has had its ups and downs - it seemed to be circling the drain until the pandemic, at which point its meal kit offerings seemed perfect for consumers who were staying at home and cooking for themselves in record numbers.
Making this kind of move is very smart. And maybe the precursor to some sort of bigger deal with Walmart.