Premium meals with specialty proteins like duck and scallops and the Wellness 360 campaign, which debuted in December and included an integration with meditation app Calm, have been popular among customers, Kozlowski said. The company is expanding its WW partnership and now highlighting a WW-approved meal on the weekly meal prep menu, Kozlowski said.īlue Apron’s executives say the variety is resonating with customers.

The company is also adding premium meals, meal prep options and exclusive chef-created menus marketing new recipes with healthier ingredients and adding partners.įor example, Blue Apron has teamed up with Disney on meals available for a limited time during the release of Disney movies, which Kozlowski said will continue when “Luca” gets released in June. It’s the company’s latest effort to attract and retain customers in a business notorious for high churn rates. The add-ons are now available for customers using Blue Apron’s mobile app and will become available on its website in June, Kozlowski said. “Product innovation, which includes add-ons, the newest introduction to our menu, is one of the key pillars of our growth initiative, and we expect to continue to launch new products over the bounds of this year,” Randy Greben, the company's chief financial officer, said during the earnings call. The company's current strategy centers on innovation and increasing spend among its most loyal customers.

Nearly a year after it turned a profit off pandemic-fueled demand, Blue Apron is once again struggling with the difficult economics of the meal kit business.

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