Meal-Kit Companies Blue Apron and HelloFresh Try Diverging Brand Strategies Ahead of IPOs

Blue Apron

Adage on the diverging brand strategies for the two biggest meal-kit companies on the US market:

Blue Apron is going for awareness on food quality and sourcing:

Now, Blue Apron feels its brand awareness is high enough that it can take its message beyond the meal kit delivery industry. It’s now focusing its message around the broader food system, saying it’s working to change the way food is grown, processed and ultimately arrives in people’s homes. For example, rather than getting produce from suppliers, Blue Apron has been cultivating relationships with family farms.

Blue Apron is serious about this and is commissioning studies to prove its point. (as all grown-up companies do!) Via Fast Company:

But actually, a meal kit might actually be both convenient and more efficient. Back in September, Blue Apron commissioned independent sustainability nonprofit BSR to look at the data, and calculate how much food actually stayed out of landfills. BSR reported that 62% less food is wasted at Blue Apron’s food prep facility and by consumers than the same meals cooked with grocery store ingredients.

HelloFresh is going for the cooking and eating experience. AdAge:

Meanwhile, in early January HelloFresh began running a 30-second spot from Domani, which it hired last year after working with DiMassimo Goldstein. The “Get Cooking” campaign shows how the process works and incorporates a bit of cheer into the dinner preparation process. The spot includes the line “delicious ingredients you’ll love to eat, simple recipes you’ll live to cook.”

While HelloFresh has run TV spots since 2014, “we really believe this is our brand launch creative and we really are trying to communicate the kind of positivity that cooking and eating brings to people’s lives,” said Matt Fitzgerald, VP-marketing at HelloFresh. “It’s a really clear message I think, for the first time.”



Blue Apron is the largest meal-kit company in the US, the more internationally positioned HelloFresh is no. 2:

Blue Apron said it is delivering more than 8 million meals a month. HelloFresh, which began in Germany in 2011, said the U.S. accounted for more than half of the 22.7 million meals it delivered to more than 800,000 active subscribers in the April-June 2016 period. (Along with Germany and the United States, HelloFresh operates in the UK, Austria, Australia, Belgium, the Netherlands, Switzerland, and Canada.)

​Both companies will likely go public this year.

​More on this topic:

* Blue Apron vs. HelloFresh: The War of 2 Meal-Kit IPOs in 2017
* Tyson Foods, Hershey’s & Campbell Soup Attack Blue Apron Et Al With Their Own Meal-Kits
* With Growing Active Subscribers By 55.6% YoY, Can HelloFresh Win The Meal-Kit Race?
* FreshDirect and the Most Well-Funded Online Food Delivery Companies Worldwide
* Meal-Kits: No Repeat Customers? Food Delivery Revolution Postponed!
* Is the Concept Behind HelloFresh Going to Crack the Online Food Market?


  1. […] Apron and HelloFresh, no. 1 and no. 2 in meal-kits in the US market respectively, try out diverging brand strategies but they don’t seem to address the most pressing questions. Will one or both of them go […]


  2. […] Meal-Kit Companies Blue Apron and HelloFresh Try Diverging Brand Strategies Ahead of IPOs […]


  3. […] -10% erreicht. Man kann dennoch gespannt sein, ob Hellofresh den Sprung an die Börse wagt, oder ob Blue Apron schneller ist („Meal-Kit Companies Blue Apron and HelloFresh Try Diverging Brand Strategies Ahead of […]


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