Investors Don’t Love Blue Apron But A Supermarket Might
by Emily Bary, Barrons
Posted: 2017-09-22 15:32:19 EST

Perhaps meal-kit companies will have better luck with supermarkets than with the public markets.

Just a few months after Blue Apron’s disappointing IPO, privately-held supermarket chain Albertsons agreed to buy Plated, another meal-in-a-box company. Though terms of the deal weren’t disclosed, investors seem to think that the transaction validates the meal-kit category, which means that struggling Blue Apron could also be sought after by a grocer.

There’s a lot that supermarkets and meal-kit companies can do to help each other out. In the most recent deal, Plated gets access to Albertsons’ food-sourcing operations plus the marketing arm of a big chain. And Albertsons gets a new way to play the healthy-eating trend. Many consumers these days don’t mind cooking for themselves and they want to know exactly what they’re putting into their bodies.

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