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Blue Apron is introducing a lower-cost version of its meal kits, initially only for Jet.com shoppers in the greater New York City metro area. The new kits, called “Knick Knacks,” still require refrigeration, but require customers to supply their own protein and produce to complete the meal. But by dropping the two most expensive ingredients from the meal, the company has brought the price down to $7.99, compared with prices that ranged from $17 to $23 for the meal kits that launched on Jet last fall.
As you may recall, Walmart subsidiary Jet announced in October that it would begin selling Blue Apron’s meal kits to its City Grocery customers. Jet had relaunched its site the month prior with a new focus on serving the needs of urban shoppers, which included same-day delivery of groceries. The revamped site is now localized to where shoppers live, with images and messaging specific to the customer’s own city.
Localization - Efforts - New - York - Jet
The localization efforts would begin in New York, Jet said at the time, before rolling out to other major U.S. metros like Boston, Philadelphia, and D.C.
Jet then became the first online retailer to sell Blue Apron’s meal kits – giving the meal kit company a needed boost at a time when its subscriber base had been in decline.
Blue - Apron - Name - Kits - Challenges
Though Blue Apron’s name had become synonymous with meal kits, they were beset with challenges on all sides – including then fast-growing competitors like HelloFresh, an inability to reduce unit costs, customer base declines, and the challenges in converting newcomers to subscribers in the face of competition...
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