Last year, Blue Apron introduced such exotic fare as fairytale
eggplant, pink lemons and purple daikon radishes to its customers. The only ingredients they might need to make a trek
to the supermarket for are salt, pepper and olive oil.
“We deliver unique and specialty ingredients to our cus-
tomers,” Evart says. “Because we eliminate the middleman
and days from our supply chain, we can deliver ingredients
that are often fresher than those found in traditional and
online grocery stores. We believe our meals offer compel-
ling value when compared to purchasing similar ingredi-
ents at grocery stores in the amounts necessary to recreate a
given week’s menu, after taking into accounts costs related
to delivery and food waste.”
Competitor Peach Dish offers a similar service.
“We provide fantastic recipes and all of the ingredients to
prepare them,” Judith Winfrey, president of Atlanta-based
Peach Dish tells Grocery Headquarters. “Our customers like
to cook, but don’t have a lot of extra time. Most are between
ages 25 and 45 and live in dual income homes. They value
experience and health, as well as time at home,” she says.
“Each week we offer between eight and 12 different dishes;
at least four are unique every week,” notes Winfrey. “We ship
directly to our customers’ homes anywhere from four to 12
servings. We are also on the shelves of select grocery stores.”
Amazon Moves In
In addition to Blue Apron and Peach Dish, dozens of other
competitors have popped up in recent years, with more
expected to come.
“Right now, meal kits are an incredibly hot and incredibly crowded space,” affirms Paula Savanti, a research analyst
with Rubobank’s North America Wholesale Group, based in
New York. “There will be a few survivors, but many won’t.”
“Direct-to-consumer meal kits are a growing market that
has just about doubled in size in the last two years,” says
Erik Thoresen, principal at Grocery Headquarters’ sister
Chicago-based Technomic division.
Acosta, the Jacksonville, Fla.-based sales, marketing and