Amazon entering Blue Apron territory with upcoming meal kit service

Published on
July 18, 2017

Massive online e-commerce enterprise has announced it plans to enter into the meal kit arena as well as develop its own farm-to-table products in a play to further capitalize on the USD 800 billion (EUR 691 billion) grocery industry.

Earlier this month, on 6 July, Amazon quietly filed a trademark for the phrase “We do the prep. You be the chef." The phrase will be emblazoned on the company’s meal-kit service products, similar to those made popular by companies such as Blue Apron, reported Techcrunch.

According to Amazon in its trademark filing, the composition of the kits will feature a variety of proteins, including seafood: “Prepared food kits composed of meat, poultry, fish, seafood, fruit and/or and vegetables and also including sauces or seasonings, ready for cooking and assembly as a meal; 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.”

Amazon has filed 110 trademarks related to food altogether, according to Techcrunch, with a heavy focus on quick preparation and convenience, highlighting snack offerings and pre-made food alongside meal kits as areas of interest for the company moving forward.  

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