Following its $13.7 billion acquisition of Whole Foods Market, Amazon recently filed a trademark application for meal kits.
The kits will be composed of “… meat, poultry, fish, seafood, fruit and/or and vegetables and also including sauces or seasonings, ready for cooking and assembly as a meal…” The application also mentions “…frozen, prepared and packaged meals and food kits consisting primarily of grains, rice noodles, pasta or bakery products…”
The tagline is, “We do the prep. You be the chef.”
A customer loyalty program associated with the meal kits also may be in the works. The trademark application mentions “… customer loyalty rewards program for shoppers, namely, providing incentive award programs for customers through the issuance and processing of loyalty points and loyalty coupons for frequent use of participating company’s goods and services…” and services related to the loyalty program.
Amazon is joining a fast-growing meal kit market. Tyson Foods Inc. debuted Tyson Tastemakers in 2016, and Martha Stewart partnered with Marley Spoon, a subscription meal delivery service, to convert Ms. Stewart’s 18,000 recipes into meal kits called Martha & Marley Spoon. Both meal kits are sold through AmazonFresh.
Amazon's move immediately impacted Blue Apron. The leading meal-kit delivery company that just went public in June, saw its valuation drop more than 10 percent after the Amazon news. The initial forecast had Blue Apron's range at $15 to $17 per share. By Tuesday, that number was below $7.