Marketing
Blue Apron relaunches with new identity, products, great flexibility for clients
September 19, 2025
Blue Apron, a meal kit company, has relaunched with a new identity, expanded product lineup and a subscription-free experience.
The company now offers an a la carte approach that lets customers shop what they want and when with no commitment required, according to a press release.
"The new Blue Apron is all about meeting customers where they are — with more flexibility, more convenience, and fewer barriers," Whitney Pegden, senior vice president and general manager of Blue Apron at Wonder, said in the release. "We know families are juggling a lot, especially during the dinnertime rush between 5 and 8 p.m. They need options that are fast, nutritious and still feel special. That's exactly what we've built — meals ready in as little as five minutes, no subscription required."
Blue Apron now offers more than 100 meals each week— more than double its previous assortment — with 75% of the menu featuring options for customization.
"With this relaunch, we're introducing two new product lines focused on convenience," John Adler, senior vice president of product innovation at Blue Apron, said in the release. "With Dish by Blue Apron, we developed a new standard for pre-made meals — ready in five minutes, full of flavor, and made with ingredients you can feel good about. And with Assemble & Bake, we're giving busy households something they've never had before: a five-minute prep, hands-off dinner that still delivers a home-cooked feel. These aren't tweaks, they're entirely new ways to help people get a great meal on the table, no matter what their day looks like."
While no subscription is required, customers who prefer recurring deliveries can still opt into autoship and save, a customizable program with added discounts and flexibility.
Since 2012, Blue Apron has delivered more than 600 million meals to households across the U.S.
