Blue Apron launches Walmart e-commerce offering
As meal kit providers look to make the economy of the model work for the long term, many are expanding into additional categories and trying new models. Blue Apron, for its part, has supplemented its subscription business with partnerships with major retailers to offer one-time purchases.
On Wednesday, June 1, the company launched a selection of one-time-purchase meal kits on the Walmart Marketplace, a partnership originally announced in May alongside the company’s first quarter 2022 results. The partnership follows a similar launch in December 2021, when the meal kit provider launched a collaboration with Amazon to order subscription-free Blue Apron meal kits that could be purchased by voice through Alexa-enabled devices.
“Through our work with Walmart.com Marketplace, we will be able to expand our e-commerce presence and introduce restaurant-quality, subscription-free dining to a new group of customers who may not have considered meal kits before,” Dani Simpson, Blue Apron’s chief marketing officer, said in a statement. “This is just the beginning, and we look forward to expanding the offering throughout the year.”
The offering includes meal kits with eight to 12 portions, as well as six-portion Heat & Eat microwave ready meals.
“We are thrilled to be working with Blue Apron to bring an assortment of meal kits to Walmart customers,” Sheetal Patel, general manager of food consumables, health and wellness, Walmart US Marketplace, said in a statement. . “These fantastic meal solutions will make it easier and faster for busy families and individuals to discover, plan, prepare and enjoy delicious, quality meals.”
Walmart is by far the top choice of American consumers for groceries. According to data from PYMNTS’ new study “The Benefits of Membership: Mass Retailers and Subscription Services,” which draws on a census-based survey of more than 2,100 U.S. consumers in late January. and in early February, 28% had made a purchase from the mega-retailer’s website in the past 30 days.
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“This is a model that we plan to continue to develop where we can continue to use our existing facilities, our existing pricing power and be able to reach a much larger audience as Walmart.com has millions of users. assets per month,” Blue Apron President and CEO Linda Findley told PYMNTS in an interview in May.
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Across the industry, as the economics of the pure play meal kit subscription model prove difficult, many vendors are diversifying.
“We are seeing an expansion into different dining occasions; we are seeing demand for ready-to-eat meals across the industry; we are seeing more and more brands looking to offer additional items that could be added to the cart,” Julie Marchant-Houle, US CEO of multinational meal kit company Marley Spoon, told PYMNTS in an interview in January. “So I think convenience is an important theme that continues to gain momentum.”
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