Boxed meal pioneer Blue Apron Holdings says it is negotiating with retailers to sell meal kits in stores starting later this year. It is also considering selling single kits online.
Blue Apron’s core meal kit sales model is still subscription-based, aligned around weekly deliveries of two to four recipes for up to four people. However, acquiring subscribers online is expensive, and as growth slows it needs ways to extend its customer base. Moving into stores could give it access to more customers, according to a Bloomberg report.
Blue Apron has also been struggling since it went public in 2017, facing rivals like Weight Watchers International and Walmart, not to mention Amazon.com’s entry into the grocery business. The company reported 746,000 customers at the end of 2017, well below the 879,000 it reported a year earlier.