Amazon files meal-kits trademark, treading on Blue Apron's turf

Xavier Trudeau
Juillet 17, 2017

Amazon Technologies Inc., an Amazon subsidiary, filed a July 6 trademark application for "prepared food kits composed of meat, poultry, fish, seafood, fruit and/or vegetables. ready for cooking and assembly as a meal". Now, it appears the internet giant is looking to enter the meal-kits business, based on a trademark application that Amazon submitted in early June.

Amazon is clobbering Blue Apron's stock again.

Blue Apron Holdings Inc. shares were down 7.7% in Monday premarket trading after Inc. filed a trademark for a meal kit service. "You be the chef".

Since its initial public offering, though, shares of Blue Apron have tumbled.

Blue Apron delivers boxes of pre-portioned ingredients ingredients and instructions to cook meals at home. Just last week, the stock closed at a new low after an analyst slapped Blue Apron with a $2 price target, citing difficulty with the business ever becoming profitable. As such, Blue Apron trimmed its IPO range to $10 to $11 a share, down from $15 to $17.

While Blue Apron is perhaps the most extreme example, its plight highlights the unfortunate reality facing many companies in the retail industry: Amazon is coming, and there's nowhere to hide. Amazon Fresh already sells meal kits from partners including Tyson Foods and Martha Stewart, so any newly branded Amazon meal kits won't be the only prepared ingredient boxes available through the service.

Any Amazon meal kits to come in the future will likely be sold through Amazon Fresh, the company's online grocery ordering and delivery service.

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