Amazon meal kits may soon be available across the country
Posted July 24
If just the idea of deciding what to make for dinner-let alone shopping for ingredients-is enough to cause you to head straight for the drive-through, Amazon may soon have your back.
The go-to for everything from apps to zoodle makers just filed a trademark for its own brand of delivered meal kits, hypothetically similar to those offered by Blue Apron, Hello Fresh and Plated.
The reported tagline for the new service is “We do the prep. You be the chef," according to the July 6 trademark application filed by Amazon.
Currently, Blue Apron is the largest U.S. meal kit provider.
Shortly after Amazon announced it would acquire Whole Foods, the Blue Apron meal delivery service went public. Following the news of Amazon's new trademark, Blue Apron's shares hit an all-time low, down nearly 30 percent since the beginning of July.
Amazon has been making waves in the grocery realm for some time, now. In the fall of 2016, Amazon introduced AmazonFresh, a grocery delivery service available in certain cities throughout the U.S. and a handful of international locations.
Amazon is reportedly already testing meal kits in certain markets, including Seattle, for AmazonFresh customers.
Meal kits are already up on the Amazon website, though they’re marked “Currently unavailable.” Here’s a listing for steak au poivre with parmesan fries and snap peas. There are already five reviews!
Earlier this year, the company premiered AmazonFresh Pickup, allowing Prime members to order fresh foods online and pick them up curbside (thus far, this service is only available in Seattle) similar to Walmart's Grocery Pickup and Kroger's ClickList services.
With its impending purchase of Whole Foods, Amazon has taken its grocery retail offerings in yet another direction. Whether the internet retail authority will use its expertise to lower the prices of the health food grocery chain.
As for the meal kit idea, Amazon is not the first grocery retailer to jump into this popular arena.
Mega grocery chain Kroger debuted its own meal kit brand, dubbed Prep + Pared, earlier this year. Other, smaller chains have done so, as well, and with good reason.
According to Nielsen, one in four U.S. adults has purchased a meal kit over the past year with 70 percent of these continuing to buy them after the initial purchase.