Blue Apron has realized that we don’t really want to do any work

Blue Apron has realized that we don’t really want to do any work

Struggling meal kit company Blue Apron has launched a new line of ready-to-make meals, addressing the complaint that its home-delivered, pre-portioned recipes still require too much work to make and too much cleanup afterward. The new ready-to cook meals require assembly, but not as much work or cleanup as the signature recipe meal kits. Simply unpack your pre-portioned veggies and proteins, then place them in a aluminum tray that can be recycled. Once it is done, you can put it in the oven. Jim, it’s not cooking as we know.

With increased competition and a growing aversion to subscription services among customers, Blue Apron’s annual revenue hasn’t kept up with its early successes. Valued at $2 billion in 2015, the company’s worth has plummeted. Its current market cap is $99. 33 million.

Despite a small probably pandemic-related boost, Blue Apron has struggled to compete in the category it essentially created. The appeal of managing monthly subscriptions when you can just get a mealkit delivered with regular grocery items has diminished as supermarket giants such as Kroger, Walmart and Amazon have taken to the meal-kit concept.

Despite a small pandemic-related boost, Blue Apron has struggled to compete in the category it essentially created

Still, Blue Apron is touting its high-quality ingredients as a big selling point. The new Ready to Cook meals join a Heat & Eat option (microwave meals) and Fast & Easy recipes (sheet pan and one-pot recipes) as easier to make, delivered to your door meals that don’t taste as though they came out of a cardboard box. Although they do, in fact, come out of a cardboard box — or ten. Another complaint that is often heard about this service, and others similar to it, concerns the amount of packaging.

The new dishes are based on Blue Apron’s most popular recipes and include cheesy tomato gnocchi with Calabrian chile and spinach; sweet chili udon and vegetables with coconut chips and sesame seeds; and pesto chicken and orzo with spinach, tomatoes, and ricotta. You can add Ready to Cook meal options to your subscription, or you could choose to eat the prepared meals. They’ll start showing up on July 29th as an option to order with your meal box on the two- and four-serving menus.

Please excuse me, while I heat up some frozen enchiladas.

The post Blue Apron has realized that we don’t really want to do any work appeared first on The Verge.

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