Blue Apron Provides Details Regarding Next Phase of Strategic Plans 

- Introduced Next Phase of Strategy Towards Path to Adjusted EBITDA Profitability in 2023 and Free Cash Flow Generation in 2024
- Highlighted Drivers of Success Behind Eight Straight Quarters of Elevated Customer Metrics
- Outlined Plans to Drive Customer Growth Through Targeted Marketing Spend, Product Innovation, Customizations, Add-ons, and Non-Subscription Offerings
- Targeted Long-Term Steady-State Variable Margin of 40% and PTG&A of 20% of Revenue
- Discussed Strategy to Responsibly Deploy Recent Equity Capital Raised to Invest in Platform to Help Execute Its New Strategy

Blue Apron hosted...

Blue Apron Names Josh Friedman Chief Product Officer

Blue Apron announced that Josh Friedman has been named Chief Product Officer, effective April 18, 2022. Friedman brings multi-decade, extensive experience in strategic, digital and product leadership roles to Blue Apron.

As Chief Product Officer, he will be responsible for Blue Apron’s product strategy, overseeing cross-functional efforts between fulfillment, culinary and digital product. Chief Product Officer is a recent addition to Blue Apron’s Executive Leadership Team. Friedman will be reporting to President and Chief Executive Officer Linda Findley.

“Josh’s strengths in weaving digital experiences around unique physical products combined with..."

Blue Apron Launches New National Brand Campaign

Blue Apron (NYSE: APRN) today launched a new national campaign aimed at building the company’s brand and raising broader awareness for the meal kit category. The new advertising spots highlight the benefits of cooking with Blue Apron, from creating incredible recipes with quality ingredients, to easing the burden of menu and recipe planning.

The creative was informed by extensive segmentation research that was conducted over the last year. This enables Blue Apron to further drill down into customer demographics and insights, as well as identify key audiences that best align with the company’s...

Blue Apron Adds Breakfast to Its Menu

Blue Apron adds quick and delicious breakfast recipes to its menu as the company continues to expand offerings to meet customer demand. Available to order starting today, the options are part of Blue Apron’s Add-ons offerings, expanding the product line beyond appetizers, side dishes and desserts.

“In a recent survey, over 35% of customers who participated told us that they wanted to see breakfast recipes on our menu. They asked and we delivered,” said John Adler, Blue Apron’s Vice President of Culinary.

Designed to be ready in 15 minutes or less, the...

Blue Apron Now Available with Amazon Alexa

Blue Apron recipes are now available with Amazon Alexa, allowing for easier home cooking and more culinary exploration. Customers can prepare their Blue Apron Two-Serving and Four-Serving recipes with hands-free instructions on Alexa-enabled devices. In addition, individuals with Echo Show devices have the option to order select Blue Apron meal kits, no subscription required.

“We continue to add more product flexibility that addresses our customers’ diverse cooking interests and desire for unique flavors. Through this collaboration, Alexa customers in the United States can now prepare our..."

Blue Apron Announces Commencement of Fully Backstopped $45 Million Rights Offering

Blue Apron Holdings, Inc. announced today that it has commenced a $45.0 million rights offering as part of its planned $78.0 million capital raise, each as previously disclosed in the Form 8-K filed with the U.S. Securities and Exchange Commission (“SEC”) on September 15, 2021.

Under the terms of the rights offering, the company is distributing non-transferable subscription rights to each holder of its Class A common stock (as well as the holders of certain warrants issued to the company’s lenders) held as...

Blue Apron Brings Back Thanksgiving Offering in Time for Holiday Planning

Blue Apron is bringing back its popular Thanksgiving menu available to order starting on October 11, just in time for the holiday season. The offering includes a wide variety of options for customers to build a dinner experience that fits their holiday plans and dietary needs, whether it’s a cozy dinner for two or a friendsgiving for up to eight, all with the ease and convenience that comes from cooking with Blue Apron.

“Thanksgiving is a holiday that can be filled with great traditions and delicious meals..."

Blue Apron Files Registration Statement for Fully Backstopped Rights Offering

Blue Apron Holdings, Inc. today filed a registration statement with the Securities and Exchange Commission for its previously announced proposed fully backstopped equity rights offering, which represents $45.0 million of its planned $78.0 million capital raise.

As part of the $78.0 million capital raise, the company previously disclosed a planned $30.0 million investment by RJB Partners LLC, an affiliate of Joseph N. Sanberg, and a $3.0 million investment by Matthew B. Salzberg, Blue Apron’s co-founder and former board chair, on the same terms as...

Blue Apron Introduces Heat & Eat, its First Single-Serving Meals

Blue Apron is introducing Heat & Eat, the company’s first-ever prepared, single-serving meal offering, ready in five minutes or less. Heat & Eat meals were designed to give customers additional flexibility to enjoy Blue Apron at different occasions throughout the week without sacrificing quality or flavor for convenience.

“A core pillar of our growth strategy is product innovation and efficient menu expansion with a goal of better integrating into our customers’ lives,” said Linda Findley Kozlowski, Blue Apron’s President and Chief Executive Officer. “The addition of Heat & Eat meals to..."

Blue Apron Holdings, Inc. Reports Second Quarter 2021 Results

Blue Apron Holdings, Inc. announced financial results for the quarter ended June 30, 2021.

“Blue Apron’s solid second quarter results reflect, in part, the benefits of the product roadmap focused on adding variety, flexibility and choice we established two years ago. This has allowed us to continue to attract and retain high-value customers,” said Linda Findley Kozlowski, Blue Apron’s President and Chief Executive Officer. “This was another quarter of strong performance for all our key customer metrics, particularly when considering the return of seasonality impacts. Our Average Order Value, Orders per Customer and Average Revenue per Customer continued to be at record or near-record quarterly levels in the second quarter even as consumers increasingly...

Blue Apron Sets New Sustainable Packaging Goals

Blue Apron announced a new sustainable packaging goal for its meal kit boxes of 100% recyclable, reusable or compostable by the end of 2025. The company also strives to use 75% post-consumer recycled content, by weight, in its meal kit boxes by the end of 2025.

By establishing these goals, Blue Apron is the first major meal kit company in the United States to announce time-bound targets around packaging goals.

“With these new goals, we are building on our history of sustainability through food waste reduction, packaging improvements, and ingredient standards,” said Linda Findley Kozlowski, Blue Apron’s President and Chief Executive Officer. “We estimate that our meal kit packaging is currently...