Blue Apron announced today it has expanded its product line to introduce more flexibility into its meal kit subscription plans, likely in a bid to reach a wider number of homebound customers. To do this, Blue Apron unveiled three new features: recipe customization, the ability to get multiple meal kit boxes per week, and more meals per week for the two-person box.
Recipe customization is the most intriguing of these options. Customers will be able to “customize select recipes” by swapping out choice of protein, switching a veggie for a starch, increasing portion size, and replace a meat portion with a plant-based protein. (Blue Apron has maintained a partnership with Beyond Meat since 2019.)
Blue Apron subscribers will also have the option to receive multiple boxes per week. Subscribers normally get one box per week that contains all ingredients for Blue Apron meals for that week. This new feature gives customers the option for two boxes per week, for a total of eight different recipes that can be delivered at staggered times.
Finally, Blue Apron has added an extra meal to its Two-Person Signature box for a total of four meals per week.
That the extra features are all about customization and flexibility makes sense, given the uncertainty of the restaurant dining room and the fact that more consumers are eating in these days. Adding more choice to its offerings potentially allows Blue Apron to reach a wider audience.
Blue Apron has struggled for the last few years, along with the entire meal kit sector. Of late, though, the company has seen something of a resurgence. On its most recent earnings call, Blue Apron said its customer base grew by 20,000, and average revenue per customer increased 25 percent year over year.
Other meal kit companies, including Sun Basket, Purple Carrot, and HelloFresh, have also reported an uptick in demand.
In today’s press release, Blue Apron said its new features will be available to all subscribers by the end of the year.