Meet The New Blue Apron
For over a decade, Blue Apron has helped put chef-designed meals on the table. Along the way, we’ve delivered more than 600 million meals, built relationships with trusted suppliers, and helped millions discover the joy of cooking.
But the way people eat — and the way they want to eat — is changing. Faster schedules. Different routines. With everything life throws at you during the week, getting great meals on the table is not always easy.
We’ve listened. We’ve learned. And now, we’re ready to cook up something new. You need a helping hand in the kitchen. That's why we're here.
This is meal planning the way it should be: simple, inspiring, fun. Welcome to the new Blue Apron.
We’ve reimagined Blue Apron for today’s busy family, offering more flexibility, more convenience, and more variety than ever before. This isn’t a small tweak. It’s a shift in how we think about food, our platform, and the mealtime experience itself.
What’s New:
New ways to shop!
With this relaunch, we’ve redesigned every part of the Blue Apron shopping experience in a new easy-to-navigate user experience and branded design:
No subscription needed. For the first time, customers can shop Blue Apron à la carte – ordering what they want, when they want, no subscription required.
Introducing Blue Apron+: A new $9.99/month membership that offers
Free shipping on every order
Unlimited access to Tastemade+
Exclusive members-only perks
Introducing Autoship: Get meals delivered automatically on a schedule that works for you — and save 5% on every item you order.
Introducing new meal formats!
We’re launching two new product lines, developed specifically for busy households that want great food without the stress.
Dish by Blue Apron: Pre-made meals designed with nutrition and quality in mind — at least 20g of protein, a good source of fiber, and no artificial flavors or colors. They’re ready in as little as five minutes, with zero prep or cleanup.
Assemble & Bake: One-pan meals with pre-prepped ingredients that go straight into the oven. Just five minutes (or less) of hands-on time for crowd-pleasing meals with minimal effort.
And of course, our signature meal kits are still here — now even more customizable, with options for every skill level and cooking occasion.
“'We want to make mealtime stress-free and delicious. Our team reads and listens to every single piece of feedback from our customers and brings those learnings straight into the Test Kitchen, where we are constantly working on new ways to make sure our customers have easier ways to bring joy and delight to their tables.” - John Adler, SVP of Product Innovation
Smarter assortment, same great quality
We’ve more than doubled our menu, with 100+ meals available each week. Whether you're in the mood to explore or craving your go-to comfort dish, you’ll always find something that fits.
Explore new meals every week: Most of the menu rotates weekly, so you’ll always have new choices.
Always on the menu: For the first time, our most popular meals will always be on the menu.
Customize your meal kits: Love the look of a dish, but want a different protein? Make the swap.
No matter what you choose, you’ll find the same Blue Apron standards throughout: fresh ingredients, responsibly sourced, and recipes that are designed to work in your real-life kitchen.
This relaunch marks the beginning of Blue Apron’s next chapter — one that brings together culinary innovation, flexible ordering, and convenience.
Whether you’ve been with us since box #1 or you’re just getting started, we’re so glad you’re here.
