NEW YORK — Blue Apron Holdings, Inc. is launching a line of recipe kits that may be paired with any protein or produce to create a customized meal for two. Described as the brand’s “most flexible culinary innovation to date,” Blue Apron Knick Knacks contain pre-portioned, refrigerated grains, sauces, spices and dairy ingredients and step-by-step instructions.
The product line is debuting on Jet.com’s City Grocery platform for same-day or next-day delivery to consumers in the New York metropolitan area. The kits cost approximately $7.99.
“We are proud to introduce Knick Knacks as our latest culinary innovation, which gives consumers the ‘secret sauce’ — from our test kitchen to their home — to create a delicious meal, while allowing for the flexibility to customize certain ingredients based on their personal preferences,” said John Adler, vice-president of culinary for Blue Apron. “We are excited to launch this new culinary offering on Jet’s City Grocery platform, where consumers can conveniently add Knick Knacks, bundled with their choice of protein and produce, during their shopping routine.”
Varieties launching on the Jet platform include za’atar spiced chicken, Mexican spiced chicken quinoa bowl, Japanese-style steak and rice bowl, and creamy shrimp gnocchi. Kits feature ingredients from Blue Apron’s premium suppliers, such as crème fraiche from Vermont Creamery, furikake from Mara Seaweed and preserved lemon puree from NY Shuk.
Blue Apron began its partnership with Jet last October, offering a rotating selection of two-serving meal kits for local consumers on Jet’s online and mobile grocery platform.
“We are excited to expand our relationship with Blue Apron by being the first retailer to offer the new Knick Knacks recipe kits via Jet City Grocery,” said Simon Belsham, president of Jet, a division of Walmart, Inc. “With the flexibility of the Knick Knacks portfolio and Jet’s ability to bundle the additional needed grocery items, we are able to offer a seamless and convenient shopping experience for our urban consumers.”
Blue Apron is focusing on new channels beyond its direct-to-consumer business in an effort to broaden its reach to more households, said Bradley J. Dickerson, president and chief executive officer, during a Jan. 31 earnings call. The company has lost subscribers to its meal-kit business as competition from similar services has increased. He described Blue Apron Knick Knacks as a “differentiated, highly-scalable product with appealing benefits.”
“Consumers can now elevate their everyday home cooking experience using their preferred protein and produce with a Knick Knacks recipe that delivers the quality, flavors and culinary experience that Blue Apron is known for and trusted to deliver,” Mr. Dickerson said. “This offering also gives retailers an extended shelf-life solution and the ability to cross-merchandise their own products, which we expect will increase our addressable market by reaching consumers in innovative ways through diverse channels.”
A recent test with Costco led to the insights to expand with new innovations such as Knick Knacks, Mr. Dickerson added.
“We are in active discussions with additional prospective partners as we focus on expanding our selection of individualized two- and four-serving meals and our new Knick Knacks offering in the retail environment,” he said. “We are also pursuing additional strategies to expand same day or next day on-demand delivery of Blue Apron products to consumers in other parts of the country.”