Blue Apron Turns To Costco As Growth Slows

Blue Apron Holdings Inc. said it has started selling meal kits at Costco Wholesale Corp. stores as the delivery company seeks to fight rising competition and woo back customers after operational challenges.

Blue Apron was one of the first companies to deliver meal kits for people to assemble at home. Now there are dozens, targeting niche groups from vegans to meat lovers. Berlin-based HelloFresh S.E. said in March that had 900,000 U.S. customers last year, while Blue Apron counted 786,000 as of the end of March.

That capped Blue Apron's first quarter of customer growth after a year of losses, but the total remains well below a peak of 1 million last March.

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