Why Blue Apron, Hello Fresh and Plated Must Step Up Their Marketing Game

Respective futures depend on it

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For consumers seeking a convenient way to enjoy cooking and skip the grocery store, direct-to-door meal kit services like Blue Apron, HelloFresh and Plated have delivered, literally. The weekly subscription services deliver kits to your door for two or four people that include raw ingredients and step-by-step cooking instructions for about $12 to $14 per meal. Other services, such as Munchery, offer fully prepared meals by Michelin-star chefs delivered cold so you can heat them yourself, and supermarket chains such as Giant launched their own cook-it-yourself meal kits last year that customers can purchase in stores or have delivered through Peapod.

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