Blue Apron is relaunching with a powerful new identity, an expanded product lineup, and a subscription-free shopping experience. Reimagined for today's busy households, the new Blue Apron offers more convenience, flexibility, and culinary variety than ever before - while maintaining the premium ingredients and chef-designed quality that made it a household name. This relaunch signals a major evolution not just for Blue Apron, but for the industry at large.
Historically built around rigid subscriptions and fixed meal plans, the meal kit space has long treated customers as two or four-person households with set, predictable needs. Blue Apron is breaking the mold - introducing a modern, a la carte approach that lets customers shop what they want, when they want, with no commitment required. Blue Apron now offers more than 100 meals each week - more than double its previous assortment - with 75% of the menu featuring options for customization.
Customers can mix and match across three product categories: Dish by Blue Apron (NEW): Pre-made meals made with high-quality ingredients and designed to meet clear nutrition standards - including at least 20g of protein, a good source of fiber, and no artificial flavors or colors. With 40 rotating options, Dish meals are ready in as little as five minutes with zero prep or cleanup. Assemble & Bake (NEW): One-pan, family-friendly meals featuring pre-chopped and prepared ingredients that require just five minutes or less of hands-on time.
Designed for busy nights, these flavorful dishes deliver variety and comfort with minimal effort - including 15 rotating weekly options and 10 always-available favorites. Meal Kits: Blue Apron's signature offering, now faster and more flexible than ever. recipes range from quick weeknight dinners to elevated culinary experiences, crafted with premium ingredients and designed for all skill levels.
For the first time, Blue Apron is also introducing a permanent menu of its most-loved, top-rated meals, giving customers the ability to rely on favorites week after week. With this relaunch, Blue Apron now delivers in as little as three days for most ZIP codes nationwide, making it easier to plan last-minute meals or adjust based on the week's schedule. While no subscription is required, customers who prefer recurring deliveries can still opt into Autoship & Save, a fully customizable program with added discounts and flexibility.
To further enhance the experience, Blue Apron is also introduced Blue Apron+, a new premium membership available for $9.99/month. Members receive: Free shipping on all orders; Unlimited streaming of food, home, and travel shows through Tastemade+; Exclusive deals, perks, and curated culinary experiences. Now a Wonder company, Blue Apron joins a portfolio of category-defining brands including Tastemade and Grubhub -- expanding its reach and unlocking new opportunities for seamless mealtime experiences.
Blue Apron meals are now available for purchase through the Wonder app, creating an even more than 100 meals.
