Why was Blue Apron successful? (+3 Blue Apron alternatives)

In this blogpost, we will be discussing why Blue Apron was successful. Furthermore, we will also be checking out some of the limitations of this meal-kit delivery service. Lastly, some great alternatives to Blue Apron will be listed. Blue Apron is one of the pioneers when it comes to the meal-kit delivery industry.

Why was Blue Apron successful?

Blue Apron was successful due to a large library of reasons. These reasons have been discussed in this section.

Blue Apron understood its target population well

The success and popularity of Blue Apron is mainly due to its superb understanding of its target population. The largest percentage of the Blue Apron customer base consists of those who are between the ages of 30-50 and have a very busy life. In understanding the customer base well, Blue Apron has been able to come with simple yet effective features.

It came up with advantageous partnerships

Blue Apron has also taken on some pretty great partnerships in order to cater to a larger group of customers. This meal kit delivery service has been in partnership with Weight Watchers or WW, to bring low calorie recipes for its customers. It has also collaborated with the American Diabetic Association to bring out diabetic-friendly recipes.

It created challenging recipes

One of the best things that customers love about Blue Apron is that this meal kit delivery service places a lot of emphasis on teaching new cooking skills to the customer. There are several premium recipes in Blue Apron that present moderate challenges to the customer that can make any amateur home chef a pro in the kitchen in a small matter of time.

It started a wine delivery service

Blue Apron has also started a wine delivery service to win over more customers. The wine bottles range from standard size to even much smaller ones that can be splendid for singles and couples. Information about the roots of the wine and its recommended pairings are also dispensed along with the bottle.

 It took on sustainable steps

Blue Apron is one of the few meal kit delivery services that are completely carbon neutral. This feat has been reached in the March of 2022. This is another remarkable feature of the company that makes more customers attracted to it. The sustainability of the company is also seen in the packaging, which it aims to make completely recyclable by the year 2025.

It came up with pre-cooked meals

Blue Apron not only has meal kits which need to be cooked from scratch, but also has several options for pre-cooked meals. These are called Heat & Eat options and only need to be heated for a bit in the microwave or a conventional oven. These options can be superb for those who are tired after a long day at work and just want to get dinner done with.

 It sourced only the best ingredients

Only the best ingredients are used in the Blue Apron meal kits. This is another great selling point. The produce in the meal kits is completely healthy and organic. The beef comes from cattle that spend a minimum of 80% of their time on pasture, while the poultry comes from antibiotic-free and injection-free birds.

Limitations of Blue Apron

Blue Apron has a wide range of advantageous features, but at the same time has certain limitations as well. Some of these limitations are:

  • The meal kits in Blue Apron still need to be cooked by the customer and thus, there needs to be some effort and involvement in the kitchen. This can be a huge let down for those customers who have very busy schedules and thus will not be able to spend so much time in the kitchen.
  • The wine delivery in Blue Apron is definitely one of its best features. At the same time, this feature is not available to every customer due to varying state laws. This can also be another limitation of Blue Apron.
  • While Blue Apron definitely works for those who want a balanced diet, this meal kit delivery service may not be that great for anyone who is following a special diet such as keto diets, paleo diets or Whole 30 diets.

Blue Apron alternatives

If you are looking for meal kit delivery services that share many of the same features as Blue Apron, you can take a gander at the list as follows.

  • HelloFresh: HelloFresh is certainly suitable for anyone who likes the features of Blue Apron. The recipes here are simple to follow and there is a delectable amount of variety here.
  • Gobble: Gobble is definitely ‘the’ meal kit delivery service for anyone who is running a tight-packed schedule. All the meal kits in Gobble can be cooked within a span of 15 minutes without much effort from the customer.
  • Freshly: If you are someone who does not want to cook but wants to still eat healthy and fresh, you can order from Freshly. The meals in Freshly are pre-cooked but are dense in nutrients and are well-balanced.


In this blogpost, we have discussed why Blue Apron was successful. Furthermore, we have also checked out some of the limitations of this meal-kit delivery service. Lastly, some great alternatives to Blue Apron have been listed.

If you like this blogpost, please leave your comments and questions in the space below.





Hi, I am Charlotte, I love cooking and in my previous life, I was a chef. I bring some of my experience to the recipes on this hub and answer your food questions.