It's been just over a year since Amazon bought Whole Foods Market, and it's already upended the market for fresh prepared meal delivery.
Amazon's reputation for disrupting entire industries has the meal-kit market changing up business models in an effort to hold on to customers — before the Seattle retail giant sells its own fresh prepared dinners online. Amazon's mere presence in the market has already fundamentally altered it.
From established services like Blue Apron to vegan upstarts Purple Carrot, companies are adding celebrity spokesmodels, catering to specialized diets and promising customers everything from 30-minute meal prep to curbing heart disease. Meal kits, which were once billed as the solution to weekly or biweekly trips to a crowded grocery store, are also now selling in supermarkets and drug stores.
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