Blue Apron has realized that we don’t really want to do any work

Image: Blue Apron

Blue Apron has launched a new line of ready-to- make meals to address the complaint that its home-delivered, pre-portioned recipes still require too much work to make and too much cleaning afterwards.

The new ready-to- cook meals do require some assembly, but they don't have to be chopped or cleaned up like the signature ingredient meal kits do. Throw everything into a tray and pop it into the oven. Jim, it's not as we know it.

Blue Apron's revenue hasn't kept up with its early success due to increased competition and a growing aversion to subscription services. The company's value was $2 billion in 2015. The market cap of the company is $100.33 million.

Blue Apron hasn't been able to compete in the category it created. The appeal of managing a monthly subscription when you could just have a meal kit delivered along with your regular groceries has waned as grocery giants like Kroger, Walmart, and Amazon have latched onto the idea of meal kits and fresh, ready-to- cook meals.

The high-quality ingredients are a big selling point. The new Ready to Cook meals join a Heat & Eat option (microwave meals) and Fast & Easy recipes as easier to make, delivered to your door meals that don't taste as though they came out of a cardboard box. They come out of a box. There are many complaints about this service and those similar to it.

The new dishes are based on Blue Apron's most popular recipes, such as sweet chili Udon and vegetables with coconut chips and sesame seeds, and pesto chicken and orzo. Ready to Cook meals can be added to the company's meals that you have to cut. You can order with your meal box on the two- and four-serving menu.

I'm going to heat up a frozen food item.