All of that boils down to 'looking up a recipe, buying ingredients, and cooking them' :) i.e. the hassle we want to avoid. I do agree however, that grocery sto

All of that boils down to 'looking up a recipe, buying ingredients, and cooking them' :) i.e. the hassle we want to avoid. I do agree however, that grocery stores will own this category. Reasons it's not happening yet: 1) Grocery store chains tend to not be very innovative 2) The 'behaviour' of such things is still maybe niche. Most people will take the 'pre cooked'. It's like books: few people actually read. 3) My bet is that small, local providers like Blue Apron end up proving such things. Some of them will grow, but mostly we'll see a lot of players and a lot of brands, just like everything else in food. Blue Apron is a rational premise, just not quite sticky enough for the price.