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  • Writer's pictureMJ

$APRN - ๐˜ผ ๐™Ž๐™ž๐™ก๐™ž๐™˜๐™ค๐™ฃ๐™‘๐™–๐™ก๐™ก๐™š๐™ฎ ๐˜ฟ๐™ž๐™จ๐™ง๐™ช๐™ฅ๐™ฉ๐™ค๐™ง ๐™ฌ๐™ž๐™ฉ๐™ ๐™ฃ๐™š๐™ฌ ๐™ก๐™ž๐™›๐™š ๐Ÿš€

Updated: Mar 10, 2022


Blue Apron Holdings, Inc (NYSE: APRN) is a meal kit delivery company operating exclusively in the US. Launched in 2012, the company operates a DTC platform based on a subscription package of high-quality, pre-portioned ingredients. Further, they possess an E-commerce unit: Blue Apron Market, which sells kitchen equipment, and Blue Apron Wine.

The companyโ€™s product offering includes meat, fish, Beyond Meatโ„ข, Diabetes-Friendly recipes and health-conscious offerings. Their premium products are specialty proteins that drive up average order value. They are the No. 1 recognized brand in the meal kit space and hold a competitive advantage in the quality and sourcing of foods. They are also a leader in sustainable food creation. According to the University of Michigan, the serviceโ€™s carbon footprint is 33% lower than grocery stores.


Blue Apron had a solid Q2 with key customer metrics reflecting the companyโ€™s growth strategy.

๐Ÿ”น๏ธ Market Cap of 99M

๐Ÿ”น๏ธ Revenue of 481M in FYO, 498M in FY1 and 588M in FY3

๐Ÿ”น๏ธ Revenue growth of 8.5%

๐Ÿ”น๏ธ Price to Sales of 0.2

๐Ÿ”น๏ธ Debt to Capital at 35%

The company employs 2,343 people and is HQed in New York.

The biggest Institutional Investors are: Vanguard at 4.96%, AWM Investment at 4.26%, Penn Capital at 3.90% and Morgan Stanley at 2.95%.

๐™๐™€๐˜พ๐™€๐™‰๐™ ๐˜ฟ๐™€๐™‘๐™€๐™‡๐™Š๐™‹๐™ˆ๐™€๐™‰๐™๐™Ž

๐Ÿ”น๏ธ9.9M Video Views of its YouTube video โ€œHow Does Blue Apron Workโ€ within one week (27.08.2021)

๐Ÿ”น๏ธ New sustainable packaging goals for its meal-kit boxes of 100% recyclable, reusable or compostable, by the end of 2025 (03.08.2021)

๐Ÿ”น๏ธ $21.1 million in net proceeds from the June underwritten public equity offering (16.06.21)

๐Ÿ”น๏ธ Introduced four new products in Q2โ€™21 including Craft Burger (Prez from 03.08.2021)

๐Ÿ”น๏ธ CEO Linda Kozlowski Purchases 10,700 shares at $7.04 a share (08.03.2021).


Blue Apron is a company I believe will have continued growth. I have used the service and can attest that they revolutionized the quality of pre-packaged meals. With only 64% of U.S. adults saying they feel comfortable eating out at a restaurant in August, the meal delivery industry is in prime position. Due to the companyโ€™s prestige in the sector, they are able to attract an in-house team of culinary experts that elevates their product. This past year, they have diversified their product offering and raised Average Revenue per Customer Growth by 25% YoY.

The company is partnered with Weight Watchers and the American Diabetes Association and focuses on healthy low-carb recipes. This is important as the target demo for meal kits is health-conscious younger adults who prioritize lean and natural foods. Their marketing strategy is based on targeting its highest-value customers with paid ads, which account for 30% of its business. The business can grow through partnerships such as the one with where they sold meal kits to non-subscribers. People will continue cooking at home post-pandemic and CEO Linda Findley is driving net revenue (27% YoY in Q1โ€™21), subscriber growth (15,000 YoY) and higher engagement with Orders per Customer rising for new and existing customers.

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