Blue Apron

Blue Apron delivers weekly meal kits with pre-portioned ingredients and step-by-step recipes for cooking restaurant-quality meals at home. Choose from a rotating menu of chef-designed dishes across various cuisines, dietary preferences, and skill levels. Plans available for 2 or 4 people with flexible delivery schedules.

Blue Apron pioneered the meal kit category when it launched in 2012, introducing millions of Americans to the concept of pre-portioned ingredients and step-by-step recipes delivered to their doors. The premise remains compelling: eliminate grocery shopping, reduce food waste, and cook restaurant-quality meals at home without the planning overhead. Each weekly delivery contains everything needed for 2-4 meals (your choice) with fresh ingredients measured precisely for each recipe.

The company went public in 2017 and has navigated a competitive market that now includes HelloFresh, Home Chef, and numerous competitors. Blue Apron differentiates through culinary ambition - recipes tend toward more adventurous flavor profiles and cooking techniques compared to family-friendly competitors. The company emphasizes food education, teaching subscribers new skills through well-designed recipes with clear instructions.

With a 3.2 Trustpilot rating across 5,983 reviews and a D- BBB rating, Blue Apron’s reputation reflects both the meal kit category’s inherent trade-offs and significant customer service challenges. The poor BBB rating indicates unresolved complaint patterns that potential subscribers should consider. Satisfied customers praise ingredient quality and recipe variety; complaints typically center on delivery issues, pricing compared to grocery shopping, and occasional freshness problems.

Pricing Plans

Plan	Servings	Recipes/Week	Price/Serving	Weekly Total
2-Person	2	2 recipes	$10.99	$47.95
2-Person	2	3 recipes	$9.99	$65.94
4-Person	4	2 recipes	$8.99	$79.87
4-Person	4	3 recipes	$8.49	$109.82
4-Person	4	4 recipes	$7.99	$135.84

Additional Costs:

• Shipping: $10.99/week (free shipping promotions occasionally available)
• Premium recipes: +$5-10/serving for premium ingredients (steak, seafood)
• Add-ons: Wine pairing ($10-13/bottle), desserts, appetizers

First Box Discounts: New subscribers typically receive 50-60% off the first box, with smaller discounts on boxes 2-4. Factor in regular pricing when evaluating long-term value.

What’s Included

Each Blue Apron delivery contains complete meal kits for your selected recipes:

Pre-Portioned Ingredients: Every ingredient measured precisely for the recipe and number of servings. No buying a whole bunch of cilantro when you need a tablespoon. Proteins are individually packaged; produce is fresh; sauces and seasonings are pre-measured in labeled containers.

Recipe Cards: Large, sturdy recipe cards with:

• Ingredient list with photos for identification
• Step-by-step instructions with timing cues
• Technique tips explaining the “why” behind methods
• Nutritional information per serving
• Wine pairing suggestions

Insulated Packaging: Ingredients arrive in an insulated box with ice packs to maintain freshness. Packaging is designed for recyclability, though the volume of materials remains a common criticism.

Ingredient Quality Standards:

• Proteins: Antibiotic-free chicken, sustainably sourced seafood, humanely raised beef
• Produce: Seasonal vegetables sourced from trusted farms
• Specialty ingredients: House-made sauces, spice blends, and specialty items you’d struggle to find at grocery stores

Sample Recipe Categories:

• Craft Burgers: Elevated burger builds with unique toppings and house-made sauces
• Global Flavors: Korean, Thai, Mediterranean, Mexican, Indian-inspired dishes
• Vegetarian: Substantial plant-based meals (not just salads)
• Wellness: Lower-calorie, balanced nutrition options
• Premium: Filet mignon, lobster, specialty ingredients for special occasions
• Quick & Easy: 30-minute meals for busy weeknights

How It Works

1. Sign Up and Choose Your Plan: Select 2-person or 4-person plan, and how many recipes per week (2, 3, or 4). Set your dietary preferences:

• Vegetarian, pescatarian options
• Avoid specific ingredients (shellfish, pork, beef, etc.)
• Calorie-conscious preferences
• Skill level preferences

2. Browse the Weekly Menu: Each week, Blue Apron releases a rotating menu of 15-20+ recipes. Browse options filtered by your preferences. Select your meals by the weekly deadline (typically Sunday for the following week’s delivery).

3. Customize Your Delivery Day: Choose which day works best for your schedule. Change delivery day anytime through your account.

4. Receive Your Box: Deliveries arrive in insulated packaging designed to stay fresh for hours - helpful if you’re not home when the box arrives. Refrigerate ingredients promptly upon unpacking.

5. Cook When Ready: Ingredients stay fresh for 5-7 days in your refrigerator, giving flexibility on which nights to cook. Each recipe card provides:

• Total time (typically 30-60 minutes)
• Skill level indication
• Step-by-step instructions with photos

6. Learn and Improve: Blue Apron recipes are designed to teach techniques, not just produce meals. Over months of subscription, you’ll learn knife skills, sauce-making, proper seasoning, and cooking methods applicable beyond the specific recipes.

7. Manage Your Subscription: Full flexibility through your account:

• Skip any week (deadline ~5 days before delivery)
• Cancel anytime with no fees
• Change plan size or recipe count
• Update dietary preferences
• Add wine pairing or extras

Who It’s For

Best For:

• Busy Couples: Two-person households wanting home-cooked meals without grocery shopping and meal planning overhead
• Cooking Learners: Those who want to improve culinary skills through structured, educational recipes
• Food Adventurers: People who enjoy trying new cuisines and flavor profiles but wouldn’t seek out ingredients independently
• Meal Planning Avoiders: Anyone who dreads the “what’s for dinner?” decision and wants it made for them
• Food Waste Reducers: Those frustrated by buying full-size ingredients and wasting half - pre-portioning eliminates this
• Date Night Planners: Couples who enjoy cooking together as quality time with impressive results

Not Ideal For:

• Large Families: 4-person plan maxes out; larger households may find portions insufficient or need to supplement
• Strict Dietary Requirements: Keto, paleo, Whole30, severe allergies - options exist but are limited compared to specialized services
• Budget-Focused Shoppers: At $8-11/serving plus shipping, meal kits cost significantly more than grocery shopping with meal prep
• Minimal Cooks: If you hate cooking, pre-portioned ingredients don’t change the 30-60 minute active cooking requirement
• Sustainability Prioritizers: Packaging volume (even if recyclable) bothers environmentally conscious consumers
• Spontaneous Eaters: Must select meals days in advance; doesn’t work for those who decide dinner at 5pm

The 3.2 Trustpilot rating and D- BBB rating reflect both the category’s fundamental trade-off (convenience versus cost) and company-specific customer service issues. Blue Apron specifically appeals to those prioritizing culinary education and adventurous recipes over rock-bottom pricing or maximum speed. The company’s longevity (14 years) demonstrates sustainable appeal to its target audience despite competitive pressure.

For the right customer - someone who values cooking as an experience, wants to learn new techniques, and can absorb the per-serving premium over grocery shopping - Blue Apron delivers consistent value. For price-sensitive shoppers or those seeking maximum convenience (pre-made meals, not kits), alternatives like Factor or grocery store meal kits may better fit.