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How Blue Apron Evangelizes the Message it's More Than Food in a Box
By: The Drum
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Meal delivery service Blue Apron, which says it provides “perfectly portioned ingredients and step-by-step recipes”, is not the only game in town. In fact, just this week, seemingly invincible New England Patriots quarterback Tom Brady announced he is teaming with plant-based meal delivery service Purple Carrot on TB12 Performance Meals. And ex-con Martha Stewart has lent her name to a similar service with Marley Spoon. This, of course, doesn’t include additional players like Home Chef, Plated and HelloFresh, to name a few. In other words: One might argue something of a meal delivery service bubble is on the horizon.

These services offer various recipes, ingredients and price points, but the underlying concept is similar: Consumers no longer have to think about what to make for dinner – or run to the grocery store to pick up ingredients.

Indeed, at Social Media Week in New York last week, Greg Fitzgerald, director of acquisition marketing at Blue Apron, said while the meal delivery concept was compelling enough initially, consumers are now inundated with this message from myriad sources.

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About the Author
This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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