Amazon's next big thing might rival Blue Apron

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

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

Amazon (AMZN), which is buying Whole Foods Market (WFM) for $13.7 billion, is getting into the food delivery business with its Amazon Fresh line. This service will provide customers "prepared food kits. ready for cooking and assembly as a meal", according to Amazon's trademark application, which was filed on July 6. "You be the chef", according to The Times.

Amazon's planned service is identical to the one offered by Blue Apron, one of the largest meal-kit delivery services in the United States.

The Seattle-based, digital giant has claimed the word mark, "We do the prep". And while the meal kit category is fraught with problems-including reports of high churn rates as consumers wrestle with food quality, high prices and the reality that even a meal kit requires some preparation-Amazon's announcement is an indication that it could grow beyond its tiny niche among Millennials. "The application also mentions "...frozen, prepared and packaged meals and food kits consisting primarily of grains, rice noodles, pasta or bakery products..." Blue Apron and Gobble already offer similar services. The company went public June 29 with an IPO that priced at $10 a share, less than the company initially expected, and its stock has fallen further since then.

Man Trapped Inside ATM Calls For Help on Tiny Scraps of Paper
Officer Olden said people first though the note was a joke , but someone eventually took it seriously and called police . Due to the unusual situation, police couldn't classify the incident as a crime, so they freed the man and let him go.

Blue Apron shares tumbled more than 11 percent to $6.51, a drop of almost 35 percent since its June 29 initial public offering price of $10. Prior to being acquired by Amazon, Whole Foods had already dipped its toes in the water via a partnership with Salted at select stores. While tech companies routinely file trademark applications and don't act on them, Amazon's move indicates it may directly compete with Blue Apron in the future.

Up until now, though, Amazon's testing of meal kits has carried no official label, slogan nor branding. But the industry still remains small, with only about 5 percent of USA households using the kits, according to market research firm The NPD Group.

Recommended News

We are pleased to provide this opportunity to share information, experiences and observations about what's in the news.
Some of the comments may be reprinted elsewhere in the site or in the newspaper.
Thank you for taking the time to offer your thoughts.