Dec 30, 2019
How are meal kits catering to American eating habits?

Appealing to those seeking both convenience and healthy food, meal kits are expanding from doorstep delivery to grocery stores, where their à la carte options allow shoppers to make last-minute eating decisions. As we try to do more with less time, how are these kits transforming our days?

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When Blue Apron launched in the United States in 2012, investors expected it was poised to make a big impact: three years later, the company announced a $135 million funding round, pegging its valuation at a tidy $2 billion. [1] As 2019 comes to a close, Blue Apron’s outlook is significantly gloomier. Its 30% year-on-year decline has made investors nervous, as has its roughly $26 million net loss between July and September 2019. But the company hopes this downward slide will turn around as 2020 dawns – partly because it has plans to reinvest in its branding and marketing. [2] Despite the meal-kit boom, it seems keeping customers intrigued requires more than just easy eating options.