Subscription meal kit service Blue Apron is ditching the “subscription” for a new offering on Walmart’s third-party marketplace, giving Walmart customers access to a selection of on-demand meal kits with no recurring payments required.
Blue Apron is now offering four meal kits that can serve up to 12 people and a selection of already prepared single-serving meals on Walmart Marketplace. The company said it plans to expand its offerings on the platform in the coming months. The boxes will be directly fulfilled by Blue Apron.
Blue Apron is expanding beyond subscriptions onto such a widely trafficked platform as Walmart.com will help it reach new customer segments, and hinted at the potential that it would bring similar non-subscription offerings to other venues in the near future.
“Through our work with Walmart.com Marketplace, we will be able to scale our ecommerce presence and introduce restaurant-quality meals without a subscription to a new group of customers who may not have considered meal kits before,” said Dani Simpson, Chief Marketing Officer at Blue Apron in a statement. “We are offering Walmart.com’s customer base convenient and delicious meal options that feature a variety of unique and quality ingredients. This is just the beginning, and we look forward to expanding the offering throughout the year.”
The partnership is launching in the midst of Walmart+ Weekend, an online savings event exclusively for Walmart+ members taking place June 2 to June 5, 2022, with Blue Apron is participating in the sale.
“We are thrilled to work with Blue Apron to offer an assortment of meal kits to Walmart customers,” said Sheetal Patel, GM of Food Consumables, Health and Wellness at Walmart U.S. Marketplace in a statement. “At Walmart, finding ways to help our customers live a little better each day is at the heart of everything we do. These fantastic meal solutions will make it easier and faster for busy families and individuals to discover, plan, prepare and enjoy delicious and quality meals.”