Amazon filed a trademark for a meal kit service on July 6th with their tagline “We do the prep. You be the chef.”
According to The Times, the service will cover “prepared food kits… ready for assembly as a meal” and, according to CNBC, will primarily include grain, pasta, rice, and noodle dishes for their customers.
Any Amazon meal kits in the future will likely be sold through Amazon Fresh, the company’s online grocery ordering and delivery service. Amazon Fresh has a partnership including Tyson Foods and Martha Stewart, and already sell meal kits so nay new brand Amazon meal kits won’t be the only prepared ingredient boxes available through the service. While the take over of Whole Foods being ran by Amazon Fresh is still unclear, there is a good chance that any meal kits offered by Amazon could be prepared and executed by Whole Foods store locations.
We might still be a little ways away from being Amazon-brand meal kits online, but their presence is already being felt by competitors. Blue Apron, the largest meal kit provider in the US, has taken multiple hits due to Amazon’s take over of online food shopping. Blue Apron filed its IPO shortly after Amazon bought Whole Foods and since then their stock has fallen 30% month-to-date. Today, Blue Apron sticks hit an all-time low of $6.51 a share, down 10%.
The meal-kit market is expanding despite the small size of the market. It is going to be very hard for companies like Blue Apron and HelloFresh to compete in a world where Amazon and other grocery giants, like Whole Foods, offer their own packaged, ready-to-cook boxes. The biggest key for the service is pricing. Blue Apron price is similar to competitor Amazon Fresh at about $9.99 per serving. Most of Amazon Fresh’s mean kits are currently prices between $10 to $24 and include the ingredients for at least two servings. Blue Apron is structered as a service in which you get a set amout of meal kit boxes per week, but Amazon Fresh will be one-off purchases. 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.