July 17 (UPI) — Amazon could be getting into the meal kit delivery business, new trademarks indicate, news that sent Blue Apron’s shares to a new low.
The online retailer filed three trademarks earlier this month that could indicate it plans to stomp on Blue Apron’s turf: “We do the prep. You be the chef,” “We prep. You cook” and “No-line meal kits.” TechCrunch discovered the filings while investigating what it believes is a new messaging app Amazon is working to produce.
Amazon describes the service for the first — and longest — trademark listing as:
“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.”
The details are similar to the services Blue Apron and other home delivery meal kits offer.
Blue Apron stock closed at its lowest point since its initial public offering: $7.36 per share, down nearly 10 percent for the week.
Amazon has been stepping more and more into the fresh food business in recent years. In 2013, it started AmazonFresh for fresh grocery delivery, and in 2014, it launched Amazon Restaurants for restaurant delivery.
Perhaps its biggest step, though, was acquiring Whole Foods for $13.7 billion in June.