Dec. 20, 2018
Blue Apron is rolling out new meal kits that allow you to cook and lose weight in an easy and convenient way. The company’s box service product will exist as part of a partnership with WW (Weight Watchers) in 2019.
The two companies will include weekly recipes that are inspired by the Weight Watchers Freestyle program, which is more about eating more fruits and vegetables and less about counting points. You can start buying the Blue Apron meal kits online on December 26 and these can be delivered to your doorstep all throughout 2019.
The company will offer a list of rotating recipes delivered to the homes of WW members. The meals will be available to order on Blue Apron’s digital platform starting Dec. 26. The six meals, which includes crispy baked chicken with kale, potatoes and caper mayo, and garlic shrimp and Spanish-style potatoes with peppers and onions, will come in two-serving recipes. The recipes are based on the WW Freestyle program.
This partnership is but one more savvy move by WW to increase its retail footprint, long overdue and now being implemented by CEO Mindy Grossman. This will help WW increase exposure amount those consumers who desire to eat “clean” and healthy, and a younger demographic. Other examples of this broadening of its prospect base include the partnership with Headspace (meditation app) and Class Pass (an app for consumers using yoga studios and fitness clubs). Very good move, in Marketdata’s opinion. This can only help WW. WW had been slow to embrace self-improvement and holistic services and retail partners in the past, while NutriSystem courted them. Now, it’s finally catching up.
Note: Marketdata, the operator of DietBusinessWatch.co, is now updating its best-selling market research study entitled: “The U.S. Weight Loss & Diet Control Market, with a release scheduled sometime in Jan. 2019. Learn more about this and other weight loss reports, consulting, and custom research services at: marketdataenterprises.com/diet-market-our-specialty/.