Consumer Tech
Blue Apron Nixes Subscription Model in Favor of A-La-Carte Meal Kits
One of Blue Apron’s new microwavable meal kits.
Source: Blue Apron
Blue Apron is moving away from the weekly subscription model it pioneered to sell a-la-carte meal kits that require zero or little preparation, as it caters to shifting consumer preferences for more budget-friendly and convenient food options.
Instead of purchasing meals through a subscription, customers will now pay as they go for meal kits. The company is offering 5% discounts if users opt for recurring deliveries and it’s waiving the shipping fee under a new $10-a-month membership program called Blue Apron+. Legacy subscribers will be switched to the recurring-deliveries setting, with the option to select the a-la-carte option instead if desired.