Blue Apron Adds Breakfast Recipes to Its Menu

Blue Apron is now expanding offerings to the most important meal of the day—breakfast. The New York-based meal kit company said starting March 21, customers can now order from the company’s breakfast menu as part of Blue Apron’s Add-Ons offerings—expanding the product line beyond appetizers, side dishes and desserts.

“In a recent survey, over 35% of customers who participated told us that they wanted to see breakfast recipes on our menu. They asked, and we delivered,” said John Adler, Blue Apron’s VP of culinary, in a statement.

Designed to be ready in 15 minutes or less, Blue Apron said the breakfast Add-Ons recipes include classic breakfast ingredients—with an elevated twist—and will be available to ship starting the week of April 18.

“As we were designing these recipes, we wanted to go beyond the basics and explore multiple breakfast formats, from traditional to more indulgent options, while still offering interesting flavor combinations that our customers have come to expect from us,” said Adler.

Blue Apron said the recipes will be available on a rotating basis through the company’s website and mobile app and will include:

“As a culinary team, we plan to continue to iterate on the breakfast options based on customer feedback,” Adler said. “We want to further expand the Add-Ons category, along with our offerings as a whole, to continue to give customers the flexibility to make choices that better fit their lifestyle.”

Blue Apron, which recently reported fourth-quarter revenue losses, said despite this, it is expecting sales growth will improve in the current quarter as marketing expenses rose 68% year over year to $21 million as the company looks to drive growth due to marketing spend.

Built upon the notion of consumers home-cooking meals from ingredient kids, the company last fall also extended its items to include Heat & Eat, which includes prepared, single-serving meals ready in five minutes or less.