Walmart’s Jet.com makes a big move in the meal kit game
Deena M. Amato-McCoy
Walmart’s Jet.com division is Blue Apron’s newest partner — and the first e-retailer to sell the company’s meal kits.
The online retailer announced on Monday that it will sell an assortment of Blue Apron meal kits on Jet .com’s online and mobile platforms to customers in New York City, and Jersey City and Hoboken, New Jersey. Customers can receive the meal kits through Jet .com’s same-day or next-day delivery offering.
Through the partnership Jet .com will feature a rotating selection of two-serving recipes. The first meals include seared steaks with pasta, beef and couscous, popcorn chicken with rice, and roasted vegetables and mozzarella. Prices range from $16.99 to $22.99.
“The Blue Apron on-demand kits give our urban customers a convenient and enjoyable way to prepare home-cooked meals for their family,” said Simon Belsham, Jet president. “A crucial part of Jet’s strategy is to provide valuable services that seamlessly integrate into people’s daily lives, and Blue Apron is a great example of this.”
The deal also makes jet.com the first e-retailer to sell Blue Apron products. However, this is not Walmart’s first foray into selling the prepared meals. The discount giant planned to roll out its own meal kits to more than 2,000 of its stores this year. The boxes, which are made and assembled fresh in-store daily, are pre-portioned cooking kits, and all options can be heated up and served in less than 15 minutes. The kits serve two people, and range in price from $8 to $15.
Jet .com’s Blue Apron partnership comes on the heels of the e-commerce site’s recent update. The new Jet.com website features an array of new and improved offerings, including three-hour scheduled deliveries, new merchandise offerings, and a more personalized shopping experience tailored to specific needs of urban areas, starting with New York City. (Jet will open a new fulfillment center in the Bronx this fall.). The changes are designed to expand Jet’s appeal to its target audience of affluent, urban-dwelling consumers.