Blue Apron is an ingredient-and-recipe meal kit delivery service. The brand provides fresh ingredients and original recipes straight to the door of consumers. It helps to simplify the cooking process by making it fun and easy. Every product arrives with the right proportions and consumers get to choose which recipes they receive each week. However, Blue Aprons shares are sinking as Amazon has announced that it will soon release meal kits. Amazon, which has already hurt several brick and mortar brands, proves to be a big threat to Blue Apron. Blue Apron must establish a lead in the meal delivery service before Amazon’s release, to maintain brand loyalty. According to the article, Blue Apron can increase its brand awareness and market shares
