Blue Apron

Blue Apron operates as a direct-to-consumer meal kit company, founded in 2012, focused on providing fresh, chef-designed recipes and ingredients for home cooking. The company's core product is the meal experience, which includes new recipes, ingredients, and cooking techniques. Blue Apron designs original recipes using fresh, seasonally-inspired produce and high-quality ingredients, delivered directly to customers. In addition to meal kits, Blue Apron sells wine through Blue Apron Wine, its direct-to-consumer wine delivery service. Wine can be purchased to pair with meals or à la carte. Through Blue Apron Market, an e-commerce platform, the company sells a curated selection of cooking tools, utensils, pantry items, and add-on products for various culinary occasions, all tested and recommended by its culinary team. Blue Apron's products are available for purchase via its website and mobile app. Beginning in the second quarter of 2022, meal kits also became available for sale on third-party sales platforms. The company serves a diverse customer base across various ages, geographies, income brackets, and culinary expertise levels, including young couples, families, singles, and empty nesters. Blue Apron manages an integrated network that utilizes technology and expertise across demand planning, recipe creation, procurement, recipe merchandising, fulfillment operations, distribution, customer service, and marketing to drive its end-to-end value chain. On its direct-to-consumer platform, Blue Apron aims to offer a balanced mix of ingredients, cuisines, familiarity, discovery, and preparation times.