Amazon Trademark Filing Puts Target On Blue Apron, Meal Delivery

Jay Anderson
July 17, 2017

Important to note, Amazon.com now carries meal kits by other third parties, including Tyson Foods ' Tyson Tastemakers and Martha Stewart's Marley Spoon.

The meal-kit delivery service - which was forced to slash its IPO price by a third last month on worries about a threat from Amazon's merger with Whole Foods - saw its shares hit again Monday on news that Amazon is planning to launch its own meal-kit delivery service.

It was hardly a secret that Amazon was intrigued with the "Recipe in a box" model, and that it had the infrastructure all ready to go with millions of Prime subscribers, monsoons of revenue and now Whole Foods, but registering a trademark for a legit foray into that space is tantamount to slapping a death warrant on Blue Apron's already hobbled stock price.

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The Seattle-based Internet giant is trying to trademark the slogan, "We do the prep". It now sits roughly 34% below its IPO price of $10 a share. "You be the chef". The service will provide customers with "prepared food kits. ready for cooking and assembly as a meal", according to company's application, which was filed July 6. Blue Apron is the largest meal kit provider in the U.S., followed by HelloFresh, and this is the second hit the company has taken recently. Martha Stewart is even offering meal kits on Amazon Fresh, the company's grocery delivery service.

Shortly after the opening bell, Blue Apron was trading at $6.52, down 11.3 percent. Blue Apron shares are down 21.2% for the month to date while Amazon shares are up 3.5% for the period. Last week, Marley Spoon said it will soon begin selling a more cost-conscious box of ingredients aimed at helping families cook up an cheap, but quality dinner.

"Amazon will sell anybody anything they want to buy", Bittman said.

Other reports by BadHub

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