Meal kits are going to grocery stores. Blue Apron, Plated, HelloFresh, and myriad other meal kits are now stocked at select grocery store chains. Ypulse data shows that 18% of Millennials have tried meal kits, but most companies self-report low retention rates: Blue Apron’s is 15% year-over-year while HelloFresh’s is just 11%. Meal kits were meant to be the solution to grocery shopping, but it turns out many customers still want to buy items in-store so—in the words of a Blue Apron exec—they’re “meeting customers on their terms.” (Eater)
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