Amazon Prepared Meal Kit Service Possibly Launching Soon

Blue Apron Braces for Amazon Intrusion; Shares Indicated 3.7% lower in Pre-Market Trading

Though Amazon has yet to confirm any sort of meal-in-a-box delivery service, (the trademark applications are still pending at the time of writing) the move would be very much within in the company's wheelhouse.

There are many services out there that will deliver a prepared meal kit to your place so that you just take out all of the prepared ingredients and get cooking. Amazon filed for the trademark on July 6, according to the U.S. Patent and Trademark Office.

The application tagline is "We do the prep". The service covers "prepared food kits. ready for assembly as a meal" and, according to CNBC, will primarily include dishes consisting of grains, pasta, rice, and noodles.

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The application, reported by the Times this weekend, sent Blue Apron's stock tumbling 11.8 percent to $6.49 a share Monday.

As of reporting the news, Amazon's stock continues to rise and Blue Apron's is seeing a notable drop off.

While Amazon has said little about how it would operate Whole Foods, many analysts have speculated that some kind of meal kit delivery service using Amazon's existing logistics expertise and built-in network of Amazon Prime customers would be a natural integration between the two.

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An Amazon spokesperson didn't immediately respond to a request for comment.

Amazon already sells some meal kits by Tyson Foods (see above) and Martha Stewart. And while you may be lamenting Blue Apron's current status as a brand new competitor of Amazon, remember: it could happen to absolutely anybody and there's nothing you can do about it.

Blue Apron stock has been consistently threatened by Amazon since its IPO last month because of Amazon's acquisition of Whole Foods (WFM - Free Report). Most meal kits on Amazon Fresh are now priced between $10 and $24 and include ingredients for at least two servings. "I remember a few year backs reading an interview with one of the executives from Plated, another meal-kit company", Smith tells Marketing Daily. Amazon has sought to expand its food delivery business, AmazonFresh.

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