Many ultimately found the mail-order services too expensive, and while meal kits may prevent food waste, the excessive amount of packaging (not to mention the energy used to ship ingredients nationwide) led customers to shake their heads. Blue Apron, arguably the biggest name in the space, was founded in 2012 and valued at a hefty $2 billion just three years later.īut as the meal kit space became more and more crowded, the novelty wore off, and for many consumers, so did the sheen. Meal kits also seemed like a dream come true for food tech-hungry investors, who sank millions of dollars into companies like Blue Apron, Hello Fresh, Sun Basket, Plated, and Chef’d celebrity names like Ayesha Curry, Martha Stewart, and Mark Bittman also jumped in head first.

Rather than poring over recipes to figure out what to make for dinner, then schlepping to the grocery store for ingredients (and inevitably having leftover produce spoil in the fridge), subscribers could instead have perfectly portioned ingredients delivered right to their doors on a weekly basis, complete with easy-to-follow recipe cards.

For infamously time-pressed millennials, mail-order meal kits initially seemed like a dream come true.

Blue apron delivery area