Amazon files meal-kits trademark, treading on Blue Apron's turf

Judith Bessette
Julho 17, 2017

This service will provide customers "prepared food kits. ready for cooking and assembly as a meal", according to Amazon's trademark application, which was filed on July 6. The filing has the word mark "We do the prep. You be the chef".

The Amazon application also includes: "frozen, prepared and packaged meals consisting of meat, poultry, fish, seafood, fruit and/or vegetables; fruit salads and vegetable salads; soups and preparations for making soups", and "frozen, prepared, and packaged meals and food kits consisting primarily of grains, rice, noodles, pasta or bakery products".

Blue Apron went public at $10 a share on June 28, days after Amazon announced a $13.7 billion offer for Whole Foods Market Inc.

The Times, a British-based publication, first reported this news Sunday. The deal sent grocery stocks tumbling and ratcheted up skepticism about Blue Apron's prospects.

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Shares of the meal-kit delivery company sank as low as $6.51, a 35 percent drop since its initial public offering. Blue Apron is structured as a subscription service in which users get a set number of meal kit boxes per week, whereas meal kits on Amazon Fresh appear to be one-off purchases.

While Blue Apron is perhaps the most extreme example, its plight highlights the unfortunate reality facing many companies in the retail industry: Amazon is coming, and there's nowhere to hide.

Up until now, though, Amazon's testing of meal kits has carried no official label, slogan nor branding.

The growing meal kit business has attracted some major players, including Martha Stewart, whose Martha Stewart Living Omnimedia acquired meal kit company, Marley Spoon, a year ago and renamed it Martha & Marley Spoon.

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