However, as Blue Apron embedded itself in the public’s consciousness, competitors sprang up (Plated, Chef’d, Sun Basket, Purple Carrot, Freshly and the aforementioned Hello Fresh, to name a few), which ultimately translated into something akin to meal-kit marketplace exhaustion.
So, what’s the cause for Blue Apron’s failure to really catch on? As with any bright idea that promises to disrupt an industry, its service sailed in on a sea of hope because it offered an enticing and (literally) fresh solution to a universal problem-buying groceries is boring, time-consuming and a total drag, but you have to do it or else you’ll starve. Subscribe to Observer’s Lifestyle Newsletter Since going public in 2017, the company’s shares have dropped by almost 90 percent. “I look forward to working closely with the team to focus on the best opportunities to attract and engage consumers and drive the business to new levels of performance.” This is good news in the short term, but Kozlowski is replacing former CEO Brad Dickerson at a crucial crisis point for Blue Apron. “Over the past year, the company has made significant product, platform and operational advancements, and now has the right foundation for growth,” Kozlowski said in a statement. Founded six years ago, Blue Apron was one of the first meal kits on the market, but since then the brand has struggled to stay consistent.īlue Apron Holdings’ stock soared this week by 16 percent after it appointed its new CEO, Linda Findley Kozlowski, a former executive at the DIY e-commerce giant Etsy. Did Blue Apron ever really catch on? Scott Eisen/Getty ImagesĬonsider this for a moment: How many people in your life actually use meal-kit services like Hello Fresh or Blue Apron? Promotional materials for these kinds of subscription-based businesses are everywhere (podcast ads, subway ads, referral programs, sponsored YouTube content-you get the picture), but at this point many of us are wondering if this method of food delivery has actually revolutionized the food industry the way it was supposed to.
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