Blue Apron, one of the pioneers in the prepared meal kit category, has rebranded with new, more convenient non-subscription offerings and more than doubled its offerings to 100 different meal options per week — with 75% of the menu featuring opportunities for customization.
Customers of Blue Apron, a subsidiary of Marc Lore’s Wonder — the meal delivery service developed by Jet.com and Diapers.com founder Mark Lore — can now mix and match across three product categories:
- Dish by Blue Apron (new offering): Pre-made meals with 40 rotating options and featuring high-quality ingredients designed to meet nutritional standards — including at least 20g of protein, a good source of fiber and no artificial flavors or colors — designed to be ready in as little as five minutes;
- Assemble & Bake (new offering): One-pan, family-friendly meals featuring pre-chopped and prepared ingredients, including 15 rotating weekly options and 10 always-available favorites; and
- Meal Kits: Blue Apron’s signature offering, with recipes ranging from quick weeknight dinners to elevated culinary experiences, designed for all skill levels.
Additionally, Blue Apron is introducing a permanent menu of its top-rated meals, giving customers the ability to rely on favorite dishes week after week. The company also has introduced a premium membership program, Blue Apron+, that provides, for a $9.99 monthly fee, free shipping on all orders, unlimited streaming of food, home and travel shows through new sister brand Tastemade+ (Wonder acquired the Tastemade retail media company in March 2025 for approximately $90 million), as well as exclusive deals and curated culinary experiences.
“The new Blue Apron is all about meeting customers where they are — with more flexibility, more convenience and fewer barriers,” said Whitney Pegden, SVP and General Manager of Blue Apron at Wonder. “We know families are juggling a lot, especially during the dinnertime rush between 5 and 8 p.m. They need options that are fast, nutritious and still feel special. That’s exactly what we’ve built — meals ready in as little as five minutes, no subscription required.”
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In October 2023 Wonder acquired Blue Apron for $103 million. In May 2025 Wonder, which also owns the Grubhub food delivery platform, announced plans to open one new store each week after receiving a $600 million capital infusion from its investors.
This is not the first time Blue Apron has expanded beyond subscriptions; the service previously debuted a non-subscription option on the Walmart Marketplace in June 2022.
