APPS
APPS
APPS
Amazon’s meal kit trademark gives Blue Apron indigestion
Amazon.com Inc. has filed for a new trademark for a cook-it-yourself meal kit delivery service, suggesting that the e-commerce giant might be looking to compete with similar services such as Blue Apron and HelloFresh.
This month, Amazon filed for trademark serial number 87517760, with the phrase “We do the prep. You be the chef.” So far, there are no details on pricing for the new service or how exactly it would work, but here is how the company describes the service in its trademark filing:
Prepared food kits composed of meat, poultry, fish, seafood, fruit and/or and vegetables and also including sauces or seasonings, ready for cooking and assembly as a meal; Frozen, prepared, and packaged meals consisting of meat, poultry, fish, seafood, fruit and/or vegetables; fruit salads and vegetable salads; soups and preparations for making soups
Amazon is no stranger to the food business, which seems to be an increasingly important focus for the company, from grocery deliveries with AmazonFresh and Prime Now to the company’s stunning $13.7 billion acquisition of Whole Foods. Amazon has yet to share any details about its meal kits or even acknowledge any plan to offer them, but it seems likely that they could be integrated with some or all of its other food services. In theory, Amazon could even sell them under the Whole Foods name, which is already established as a high-end food brand.
When Amazon’s purchase of Whole Foods was announced, the news dealt a serious blow to stock prices for a number of large grocery chains, and now it looks like the company’s new trademark filing is doing the same to meal kit services. Blue Apron’s shares have been struggling since its initial public offering in June, but today they plummeted more than 10 percent, closing at their lowest value ever.
With Amazon potentially entering the ring as a competitor, market analysts are not optimistic about Blue Apron’s future. Equity research firm Northcoast Research released a note telling clients that they should sell their Blue Apron stock, and the firm placed a brutal new target of $2 per share. Chuck Cerankosky, managing director at Northcoast, said that the financial outlook for the Blue Apron is “one of continued losses.”
Photo of Amazon fulfillment center in Fernley, Nevada: Ken James
A message from John Furrier, co-founder of SiliconANGLE:
Support our mission to keep content open and free by engaging with theCUBE community. Join theCUBE’s Alumni Trust Network, where technology leaders connect, share intelligence and create opportunities.
- 15M+ viewers of theCUBE videos, powering conversations across AI, cloud, cybersecurity and more
- 11.4k+ theCUBE alumni — Connect with more than 11,400 tech and business leaders shaping the future through a unique trusted-based network
Are you an AWS customer? Support SiliconANGLE financially by buying your AWS services from our Marketplace portal page and links: https://siliconangle.com/aws-marketplace/
About SiliconANGLE Media
SiliconANGLE Media is a recognized leader in digital media innovation, uniting breakthrough technology, strategic insights and real-time audience engagement. As the parent company of SiliconANGLE, theCUBE Network, theCUBE Research, CUBE365, theCUBE AI and theCUBE SuperStudios — with flagship locations in Silicon Valley and the New York Stock Exchange — SiliconANGLE Media operates at the intersection of media, technology and AI.
Founded by tech visionaries John Furrier and Dave Vellante, SiliconANGLE Media has built a dynamic ecosystem of industry-leading digital media brands that reach 15+ million elite tech professionals. Our new proprietary theCUBE AI Video Cloud is breaking ground in audience interaction, leveraging theCUBEai.com neural network to help technology companies make data-driven decisions and stay at the forefront of industry conversations.
