They're losing money on the trial discounts for the hope of acquiring your recurring revenue. They are propped up by VC dollars and not yet profitable. See Bl

They're losing money on the trial discounts for the hope of acquiring your recurring revenue. They are propped up by VC dollars and not yet profitable. See Blue Apron's struggle post-IPO. https://en.wikipedia.org/wiki/Blue_Apron#History https://en.wikipedia.org/wiki/Blue_Apron#History Perhaps the biggest issues are high customer acquisition cost, cost of shipping, and customer retention. I wouldn't consider meal kits itself a niche market — it's a huge market with many niches inside it for so many specific diets and dietary preferences served by different kits. I think the future of meal kits is partnerships with grocery stores where consumers can pick up there, like Kroger's acquisition of Home Chef.