Blue Apron has had to spend heavily on marketing just to educate consumers about the product and distinguish itself. has also shown it's interested in getting in. Blue Apron competes with dozens of other such startups, including Hello Fresh, and Plated, while Inc. food purchases and have yet to prove they're more than a niche market. Meal kits, a relatively new phenomenon, make up less than 1 per cent of total U.S. They were down more than 35 per cent since the IPO through Thursday. The shares fell 6.1 per cent to $5.84 at 3:22 p.m. Chief Operating Officer Matt Wadiak – who was also a co-founder – stepped down from his role. Last week, the company restructured its executive team. The announcement comes about one month after the meal kit company went public.
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