UNITED STATES - Meal kit companies are traversing rocky waters; one week, consumers want the convenience of kits, the next, they aren’t interested. It’s a tough space to succeed in, as Blue Apron can attest. However, the meal kit pioneer hasn’t let past hardships bring it down, as it recently unveiled a new program: a meal-prep kit.

The meal-prep kits, which are available now to folks throughout the East Coast and Mid-Atlantic helps consumers prep, cook, and store eight individual servings of different meals in 1.5 to 2 hours. The program is set to roll out nationwide by the end of 2020, according to a post on Blue Apron's website.

Meal prepping has been on consumers’ radars for well over a year—I can remember meal prepping in 2016, when my rigorous college schedule called for pre-planned meals. As Blue Apron looks to carve out a new space for itself in the meal kit delivery sector, perhaps this is the space in which it can spread its wings and fly.

As we’ve reported in the past, Blue Apron has seen highs and lows. More significant, however, has been the company's resurrection strategy, like its Beyond Meat team-up, and its appointment of new Chiefs to help drive expansion and growth.

Is this new program the balm needed to soothe the meal kit delivery sting? AndNowUKnow will continue to report on the latest in the sector.

Blue Apron