Blue Apron releases brunch box for Mother's Day

Brunch is on the menu from now until Mother’s Day for patrons of New York-based meal kit company Blue Apron. 

Beginning on April 3, Blue Apron will sell brunch boxes for the first time. The new brunch box, which will be available through Mother’s Day (or while supplies last), provides meals for up to six people with recipes including French toast with blueberries and lemon curd, cheesy asparagus quiche, avocado toast and thick-cut bacon.  

“Our brunch box includes recipes to make guests happy, from vibrant plant-forward options with fresh produce, to more decadent choices for the sweet tooth at the table. With this menu, customers don’t have to choose,” said John Adler, Blue Apron’s SVP of physical product, in a statement. “Stemming from the ongoing success of our breakfast add-ons, we’ve evolved the category to provide customers with a complete brunch offering.” 

The meal kit is available to Blue Apron subscribers as well as those who want to make a one-time order. Those ordering without a subscription to Blue Apron’s delivery service can place orders through the Blue Apron Market, Amazon.com and Walmart.com.  

Blue Apron launched its chef-designed, ready-to-cook meals business in 2012. The company has faced struggles in the market, prompting it to launch an “at-the-market" equity offering in February, which could be used to support working capital, operating costs and capital spending, Winsight Grocery Business reported.   

This follows a decision in May to begin offering its ready-to-cook meals to those outside of the company’s regular subscription model.