I had to go back through all four recipes and make sure that I knew what ingredients went with each meal.

I didn’t realize I had two recipes that used peppers and I almost accidentally used all the peppers in one dish. Be warned that not all of the bags are labeled with the corresponding recipe. The Blue Apron recipes were very easy to follow. And for an additional cost, Blue Apron gave me the option to also add a wine pairing which I thought was a nice add-on. I think this is a great feature before you decide to sign up and commit to a meal kit. On the other hand, Blue Apron does have a cookbook where you can browse by ingredient, cuisine, and seasonal recipes. Note: You have to go through the process of signing up, adding in your delivery address, and putting in your credit card before you can see any of the recipes available.Īnother customization limit is that there is no real way to have the same recipe with a different protein substituted in. I wanted to see how Blue Apron would do with a fish dish so I substituted in the Tomato-Poached Tilapia. Two of the four meals had the word spicy in them and I do not handle spice well, so I decided to switch them out. Beyond that, there weren’t many options to customize. I wanted to see what they would give me to start before customizing. Those numbers do not include social media spend as Kantar does not track those figures.Once I created my account, it was up to Blue Apron to choose my meals. In 2019, Blue Apron spent just shy of $500,000 on media. Last year, Blue Apron spent just short of $5 million on media, down from the nearly $8 million spent in 2020, according to Kantar. It’s unclear exactly what Blue Apron’s ad spend looks like as Simpson declined to provide details. “ really was leading up to a time where we can invest in our brand with a full-funnel media approach that we intend to continue.” “We are financially in a position to spend in marketing in the right way, in an efficient way but smart way, and really build back that top-of-funnel awareness,” said Dani Simpson, Blue Apron’s CMO, adding that the brand is focused on video advertising efforts to boost that awareness. Blue Apron’s marketing spend increased 68% year-over-year, reaching $21 million by the end of last year. The brand’s rebound effort stems from $82 million worth of investments raised by Blue Apron to drive brand growth, according to a news release.

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