NEW YORK — Blue Apron (NYSE: APRN) is expanding its menu offerings to make it more convenient for home cooks to receive additional meals every week. The company is offering more variety, flexibility and choice by giving customers the option to order multiple boxes per week, customize select components of recipes, as well as expanding the Two-Person Signature menu to allow home cooks to get up to four recipes per box.
“Our customers told us they want more ways to bring Blue Apron into their kitchen,” said Linda Findley Kozlowski, Blue Apron’s President and Chief Executive Officer. “By offering additional meals per customer and recipe customization, Blue Apron is making it easier to fit into more people’s lifestyles.”
Multiple Boxes per Week
The ability to order multiple boxes per week allows increased flexibility in weekly menu planning for customers. With this new offering, Blue Apron home cooks can get two boxes per week, which allows them to select up to eight different recipes per week at staggered times, double recipes to serve up to eight people per meal on the Four-Person Signature menu, or balance out their cooking by getting a meal prep box for lunches and quick dinners alongside a Signature box for more elevated and premium meals. The multiple box per week option applies to all Blue Apron meal plans and, where available, wine subscriptions.
Recipe Customization
Soon, customers will have the ability to customize select recipes on the Two-Person and Four-Person Signature menus. Customization options will include the ability to upgrade a protein for a more premium protein, replace a meat with a plant protein, swap a vegetable for a starch, or increase the portion size by adding more protein, carbs or vegetables. Upgrades and specific ingredient swaps will be limited to one component per eligible recipe and only for the specified customized options offered by Blue Apron.
Four Recipes per Box
Blue Apron customers on the Two-Person Signature menu can now enjoy a fourth night of fresh, chef-designed meals. Built on the offering availability on the Four-Person Signature menu, this expansion of meals per week helps remove stress around menu preparation or added trips to the grocery store.
In the past few months, Blue Apron has been testing these expanded offerings across multiple customer groups and plans to roll them out between now and December 2020. Multiple boxes per week is currently available to approximately half of Blue Apron customers and is expected to be available, along with recipe customization, to all customers nationwide by the end of the year. All customers in the Two-Person Signature menu can now order four recipes per week.
About Blue Apron
Blue Apron’s mission is to make incredible home cooking accessible to everyone. Launched in 2012, Blue Apron is reimagining the way that food is produced, distributed, and consumed, and as a result, building a better food system that benefits consumers, food producers, and the planet. Blue Apron has developed an integrated ecosystem that enables the company to work in a direct, coordinated manner with farmers and artisans to deliver high-quality products to customers nationwide at compelling values.
Forward Looking Statements
This press release includes statements concerning Blue Apron Holdings, Inc. and its future expectations, plans and prospects that constitute “forward-looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995. For this purpose, any statements contained herein that are not statements of historical fact may be deemed to be forward-looking statements. In some cases, you can identify forward-looking statements by terms such as “may,” “should,” “expects,” “plans,” “anticipates,” “could,” “intends,” “target,” “projects,” “contemplates,” “believes,” “estimates,” “predicts,” “potential,” or “continue,” or the negative of these terms or other similar expressions. Blue Apron has based these forward-looking statements on its current expectations and projections about future events and financial trends that it believes may affect its business, financial condition and results of operations. These forward-looking statements speak only as of the date of this press release and are subject to a number of risks, uncertainties and assumptions including, without limitation, risks related to the company’s ability to roll out its new product offerings on the anticipated timeframe; the continued service and availability of key personnel sufficiency of the company’s cash resources, its ability to effectively manage expenses and cash flows; its ability, including the timing and extent, to obtain additional financing and sufficiently manage costs and to fund investments in operations in amounts necessary to support the execution of the company’s growth strategy; its ability, including the timing and extent, to successfully execute the company’s growth strategy, cost-effectively attract new customers and retain existing customers, and to expand its direct-to-consumer product offerings; its ability to sustain the increase in demand resulting from the COVID-19 pandemic and to retain new customers; any material and adverse impact of the COVID-19 pandemic on the company’s operations and results, including as a result of the loss of adequate labor, whether as a result of heightened absenteeism or challenges in recruiting and retention or otherwise, prolonged closures, or series of temporary closures, of one or more fulfillment centers and supply chain or carrier interruptions or delays; changes in consumer behaviors that could lead to declines in demand, both as COVID-19 stay-at-home orders and restaurant and other restrictions are lifted to varying degrees across the United States, and/or consumer fears dissipate, and/or as a result of the COVID-19 pandemic’s impact on financial markets and economic conditions, including on consumer spending habits; its expectations regarding, and the stability of, its supply chain, including potential shortages or interruptions in the supply or delivery of ingredients, as a result of COVID-19 or otherwise; its ability to maintain food safety and prevent food-borne illness incidents; its ability to accommodate general changes in consumer tastes and preferences or in consumer spending; its ability to effectively compete; its ability to attract and retain qualified employees and key personnel in sufficient numbers; its ability to comply with modified or new laws and regulations applying to its business; risks resulting from its vulnerability to adverse weather conditions, natural disasters and public health crises, including pandemics; its ability to obtain and maintain intellectual property protection; and other risks more fully described in the company’s Quarterly Report on Form 10-Q for the quarter ended June 30, 2020 filed with the SEC on July 31, 2020, and in other filings that the company may make with the SEC in the future. The company assumes no obligation to update any forward-looking statements contained in this press release as a result of new information, future events or otherwise.
All wine orders are shipped and sold by Blue Apron Wine, Napa, California (WA Lic. 421437, 423979, 424197; CT Lic. LSW.0001033, LSW.0001144, LSW.0001149). Please drink responsibly.
