Part of the problem has been the price, but with Amazon coming on the scene, that could change. The online retailer is known for offering low prices. Once the Whole Foods deal goes through, it’ll have a strong grocery backbone to plant a stake. Throw in a well-established logistics and delivery systems and Amazon is poised to be a real meal-kits player.
I don’t know how a company like Blue Apron can compete with Amazon. The article is right though, price has been a deterrent in making meal kits even more successful. With Amazon entering the market, that could be fixed very quickly.