Blue Apron

Blue Apron Inc., founded in 2012, is a service that delivers ingredients and recipes to create home-cooked meals. Customers choose the number of recipes they want each week, choose their preferred delivery days, and put in their orders online. The company was created by Matt Salzberg, Ilia Papas and Russ Jen in New York City and is now headquartered in New York as well as Jersey City, NJ.

Category
CPG
Specialty
Socials
90
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100
DTCetc Score
Brand Tags
Clean
Zero-waste
Asian Owned
Diverse Brand
Emerging Brand
Immigrant Founders
Influencer Approved
Creulty Free
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DTCetc’s Take

About Blue Apron

Blue Apron is a meal kit subscription service founded in 2012 by Matt Salzberg, Ilia Papas, and Matt Wadiak. The company provides pre-packaged ingredients with accompanying recipes from a weekly menu, and has partnered with Weight Watchers to offer pre-planned meals. Blue Apron sources sustainable and environmentally friendly ingredients, and their meals feature non-GMO ingredients. The company also offers wine bundles and kitchenware such as knives and frying pans. Customers can choose from a variety of pre-portioned recipes, including vegan and diabetic dishes. The service is only available in the United States.

Who Shops At Name

Eco-conscious customers who prioritize sustainability and healthy eating would find Blue Apron useful. These customers are likely to be interested in reducing their carbon footprint and supporting environmentally friendly practices. They may also be health-conscious and interested in using fresh, non-GMO ingredients in their meals. Blue Apron aligns with these customers' values by sourcing sustainable ingredients and offering pre-portioned recipes that reduce food waste. The company's commitment to using non-GMO ingredients also appeals to customers who prioritize healthy eating. Additionally, Blue Apron's partnership with Weight Watchers provides a convenient option for customers who are looking to manage their weight. Overall, eco-conscious customers who prioritize sustainability and healthy eating would find Blue Apron to be a useful and convenient meal kit subscription service that aligns with their values.

What customers love about Blue Apron

Here's what shoppers have to say:
  • Good variety of meals to choose from and pricing is reasonable.
  • Meals are delicious and do exactly as advertised.
  • Easy to follow recipes with quality ingredients.
  • Recipes are detailed and include images to help anyone new to cooking.
  • Introduces new ingredients and techniques.
  • Makes week night meals easy and the food is good.
  • Fun way to learn how to cook new recipes and have a fun evening in the kitchen.
Cons
  • Difficult to use
  • Not suitable for sharing
  • Excessive packaging
  • Small portions
  • Not suitable for picky eaters or large families
  • Expensive
  • Unremarkable dishes made with basic ingredients
  • Labor-intensive recipes
  • Simplistic menu with unremarkable ingredients
  • Difficult subscription management
  • Limited weekly selections
  • Excessive packaging and insulation for delivery

Blue Apron's Shipping Policy

Blue Apron's Return Policy

DTCetc Bottomline
Target Audience
Young Adults
Stereotype
Tech-savvy
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This brand offers products that are on the pricey side.
Sustainability Score
90
/
100
This brand offers products that are on the pricey side.
Quality Score
90
/
100
This brand offers products that are on the pricey side.
DTCetc Score
80
/
100
This brand offers products that are on the pricey side.
Target Audience

Busy Home Cooks

Stereotype

Eco-conscious

Pricing Rating
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Sustainability Score
90
/
100
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Quality Score
90
/
100
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DTCetc Score
80
/
100
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Blue Apron on Socials

View this profile on Instagram

Blue Apron (@Blue Apron) • Instagram photos and videos

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