Once they start selling their kits in local grocery stores, they would eventually be competing against 3 minute Healthy Choice (and similar options) meals, and

Once they start selling their kits in local grocery stores, they would eventually be competing against 3 minute Healthy Choice (and similar options) meals, and would lose because time is everything. Then, Blue Apron would slowly move away from fresh towards frozen and quick-cook to compete, and we'd have gone full circle back to kits like Hungryman or Healthy Choice.