You Know What A Meal Kit Is, Now Blue Apron Wants You To Know Its Brand Purpose

Jan 16, 2017 at 12:00am

At first glance, the idea of a meal kit—a box of prepared ingredients and a recipe that shows up at your door to help streamline and ease the burden of cooking—seems at best lazy, and at worst overindulgent. At least that's how you might imagine your grandma (who was so OG she'd make her own flour from scratch, probably) reacting to this burgeoning consumer food category.

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