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Amazon's getting into Blue Apron's meal kit space

18 July, 2017, 00:42 | Author: Samuel Sharp
  • Blue Apron Braces for Amazon Intrusion; Shares Indicated 3.7% lower in Pre-Market Trading

It also sliced its initial share price by a third, just a few weeks after Amazon announced plans to acquire Whole Foods Market for $13.7 billion.

Note: This report pertains to Amazon Fresh and meal kits in the U.S., but presumably the United Kingdom would be next in line if Amazon made a decision to go down this route. "You be the chef", according to a filing with the U.S. Patent and Trademark Office. The application for the registration explains that the service is going to provide "prepared food kits" which will be ready for assembly as a meal.

Blue Apron's IPO paperwork seemed to foreshadow a threat from well-heeled rivals like Amazon.

Amazon's acquisition of Whole Foods means the company will soon have access to top-notch food sourcing and distribution, which will undoubtedly make it easy to compete with Blue Apron in the meal-kit market.

As Ruth points out, meal-kit subscription services endure a lot of customer drop-off.


According to multiple sources, Amazon has registered a trademark that would seriously impede on Blue Apron's business. In fact, just days after Amazon filed the trademarks, Blue Apron's stocks plummeted, falling by at least 10 percent (though any correlation is purely speculative).

"If Amazon wants to do meal kits, Amazon will do meal kits", said Mark Bittman, who's served as a consultant to activist investor Jana Partners on Whole Foods, recently told CNBC.

Amazon has already been testing both food delivery, through AmazonFresh, and meal kits, which deliver fresh ingredients and recipes to subscribers; Amazon first experimented with AmazonFresh in 2007.

Johnson & Weaver, LLP, is investigating potential violations of federal and state laws by certain officers and directors of Blue Apron Holdings, Inc. (NYSE: APRN) ("Blue Apron"). Considering Amazon is known for affordable prices on all sorts of products, it's possible that the company will create cost-effective meal kits to feed families and groups of more than four people.

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