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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
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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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.
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