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Meal Kits Take Amazon Deeper Into America's Kitchens

18 July 2017, 12:40 | Melanie Burgess

Blue Apron's Stock Is Getting Crushed Amid Reports Of Amazon Meal Kit Trademark

Blue Apron Braces for Amazon Intrusion; Shares Indicated 3.7% lower in Pre-Market Trading

Amazon already poses a major threat to the grocery industry, with plans to acquire supermarket chain Whole Foods. The trademark application was filed by Amazon Technologies, an Amazon subsidiary. "You be the chef".

The filing said it will deliver "prepared food kits composed of meat, poultry, fish, seafood, fruit and/or. vegetables and also including sauces or seasonings, ready for cooking and assembly as a meal; Frozen, prepared, and packaged meals consisting of meat, poultry, fish, seafood, fruit and/or vegetables; fruit salads and vegetable salads; soups and preparations for making soups". About one-third of Blue Apron's value has vanished since the company went public late last month.

The Seattle-based company wants to trademark the logo "We do the prep". Blue Apron is the largest meal kit provider in the U.S., followed by HelloFresh, and this is the second hit the company has taken recently.

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According to multiple sources, Amazon has registered a trademark that would seriously impede on Blue Apron's business.

After the Amazon-Whole Foods deal was announced, pushing into meal-kit deliveries struck observers as a simple step for the ecommerce giant to take. Shares of Blue Apron now trades below its IPO price of $10 per share, a decline of about 33%. The company sells to consumers a food delivery kit, but it's far from alone in the space and faces competition from several other startups. Amazon can blunt this marketing edge with its Prime membership and Whole Foods' brand recognition. Blue Apron and Gobble already offer similar services. Considering Amazon is known for affordable prices on all sorts of products, it's possible that the company will create cost-effective meal kits to feed families and groups of more than four people.

The news follows the March launch of Martha Stewart's "Martha & Marley Spoon through AmazonFresh", where AmazonFresh customers in New York, San Francisco, Dallas and Philadelphia can purchase a Martha & Marley Spoon meal kit that includes the ingredients for a two-person meal.

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