“Alexa: I need the recipe for Creamy Pesto Chicken & Orzo” could soon be heard in homes with active Blue Apron meal kit and recipe subscriptions and Amazon’s virtual assistant, according to a Thursday (Dec. 2) press release.
Pairing Blue Apron recipes with Alexa aims to enable easier home cooking and more culinary exploration as cooks prepare their meals with hands-free instructions on Alexa devices, according to Blue Apron.
“We continue to add more product flexibility that addresses our customers’ diverse cooking interests and desire for unique flavors,” said Dani Simpson, Blue Apron’s chief marketing officer. “This is just the start of our work with Alexa as we look forward to expanding this partnership in 2022.”
Customers can also choose from a selection of meal kits to order each week through the device, according to the announcement.
The new partnership comes at a time when Blue Apron is struggling to stay front of mind for post-lockdown customers who have since returned to restaurant dining. In August, the company reported a customer base of 375,000, which reflects a loss of 16,000 customers from the prior quarter and a decrease of 21,000 from the previous year, as PYMNTS reported. In comparison, the company had more than one million customers during its peak in the first quarter of 2017.
Read more: Blue Apron Struggles to Hold Its Own Against Restaurants
In September, Blue Apron launched a “Heat & Eat” add-on for subscribers, which includes single-serve, ready-made frozen meals that can be reheated in five minutes or less. Earlier this year, the company added appetizers and side dishes to their meal kits, as well as meat and seafood options that feature curated spices.
According to a pre-pandemic survey, while 19% of U.S. adults have tried a meal kit service, only 38% have continued their subscriptions.
See also: Blue Apron’s New Frozen Meals Add Value for High-Churn Subscription Service
Blue Apron’s most recent joint effort with Alexa is part of an effort aimed at doubling the number of partnerships in 2022, according to the company.
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