A leading meal kit delivery service is becoming a third-party Walmart seller.
Blue Apron is launching a new offering on Walmart.com that lets consumers purchase a selection of meal kits without a subscription. The company is the first and only meal kit provider on the Walmart Marketplace e-commerce platform.
Blue Apron is expanding its ecosystem to drive customer growth, including through third-party sales platforms that bring significant new audiences to Blue Apron. This category of distribution partners will allow consumers to buy Blue Apron boxes without a subscription, removing potential barriers for trial. The boxes will be directly fulfilled by Blue Apron, maintaining the efficiency and scale of the company’s direct-to-consumer model and strong supply chain. Blue Apron expects to continue to add more of these categories of offerings throughout the coming year.
“Through our work with Walmart.com Marketplace, we will be able to scale our e-commerce presence and introduce restaurant-quality meals without a subscription to a new group of customers who may not have considered meal kits before,” said Dani Simpson, Blue Apron chief marketing officer. “We are offering Walmart.com’s customer base convenient and delicious meal options that feature a variety of unique and quality ingredients. This is just the beginning, and we look forward to expanding the offering throughout the year.”
“We are thrilled to work with Blue Apron to offer an assortment of meal kits to Walmart customers,” said Sheetal Patel, GM of food consumables, health & wellness, Walmart U.S. Marketplace. “At Walmart, finding ways to help our customers live a little better each day is at the heart of everything we do. These fantastic meal solutions will make it easier and faster for busy families and individuals to discover, plan, prepare and enjoy delicious and quality meals.”
Blue Apron is offering four meal kits that serve up to 12, with plans to expand the options in the coming months. The meal kits currently feature a selection of curated recipes, as well as an assortment of prepared, single-serving options that are ready in five minutes or less.
In addition, Blue Apron will be participating in Walmart+ Weekend, an online savings event exclusively for Walmart+ members that stretches over three days from Thursday, June 2 to Sunday, June 5.
Blue Apron voice-enables shopping, recipe help Blue Apron has been expanding its range of consumer touchpoints. In December 2021, the company began allowing customers with Amazon Echo Show voice devices to order select meal kits, with no subscription required. A selection of meal kits is available to order each week.
In addition, Blue Apron makes recipes available via the Amazon Alexa voice device. As a result, customers can prepare their Blue Apron two-serving and four-serving recipes with hands-free instructions on Alexa-enabled devices. The cook-along feature on Alexa-enabled devices allows customers to follow step-by-step recipe instruction prompts, with the option to set the pace.
Launched in 2012, Blue Apron offers fresh, chef-designed recipes for home preparation. Worldwide, Walmart operates approximately 10,500 stores and warehouse club locations under 46 banners in 24 countries, as well as e-commerce websites.