WW had been promoting the partnership at its studios and through emails. The company is planning to improve its meal-kit offerings to appeal more to customers interested in health and wellness.īecause January tends to be a popular month for WW and Blue Apron, higher demand stressed the meal-kit company's capacity.

Dickerson said it has resulted in higher-than-expected demand from new and existing customers. In late December, the company launched a partnership with WW, formerly known as Weight Watchers. The company expects that the new product's profit margins will be similar to those for its current meal kits. It originally partnered with Jet in October to reach customers outside of its stalling subscription business.

Although it is choosing to launch the product with the e-commerce retailer, Blue Apron CEO Brad Dickerson said that Knick Knacks could work in brick-and-mortar retail. Excluding meat and produce in the meal kit extends the product's shelf life and provides a more flexible option for customers. Knick Knacks was the result of Blue Apron's pilot with Costco, which introduced the company to the challenges of brick-and-mortar retail. The $7.99 Knick Knacks meal kit comes with the sauces, spices, grains, dairy and recipe for a two-person meal and lets customers use store-bought produce and protein. The New York-based company announced on its quarterly conference call that it is launching a new scaled-back version of its meal kits Friday with Walmart's Jet.com.

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