These companies are increasing that motivation by pitching their services as entertainment rather than just a meal. The high expense also requires more motivation. As the market becomes crowded, Blue Apron, HelloFresh, and all the others have to spend more to acquire customers. The lowest price they push new subscribers to, the $59.94 shown above, is double the solo willingness to pay.ĬAC and overhead are high for home meal-delivery kits. The lowest price for a Blue Apron meal kit (two recipes for two people) is almost double that at $47.95. Our data from 4,219 current, former, or prospective customers of Blue Apron and HelloFresh shows that the median weekly willingness to pay for a single individual is just $29.86. HelloFresh has a “Veggie Plan,” but Blue Apron has “Vegetarian options available.” Both companies know their customer.Īnd knowing their customer, they don't offer a solo meal-they know there is no money in it: Disregarding sign-up discounts and add-ons like wine, snacks, and premium meals, Blue Apron and HelloFresh will cost you about the same.The pricing is slightly higher with Blue Apron, but they also offer free shipping. Price isn’t going to be a deciding factor when choosing between these two services. Even the Blue Apron Signature for 4 Menu and the HelloFresh Family Plan are very similar in price. Similarly, a family of four would spend $96.87 at Home Chef and $95.88 at Blue Apron for the same number of meals. When you break it down, a couple interested in cooking three standard dinners a week would spend $60.93 at HelloFresh, and $59.94 at Blue Apron. However, these meals are labeled appropriately on the website and can be avoided for those looking to keep costs low. During testing, I accidentally selected a premium meal of Balsamic Nectarine Duck Breasts and was surprised to find a second invoice for the price difference in my inbox. HelloFresh does have the occasional hidden cost, though-they offer a handful of Gourmet and Gourmet Plus meals each week that are priced differently than standard meals. Like with Blue Apron, customers can switch between plans to their liking. Shipping also ranges from $5.99 to $7.99 depending on meal frequency and the number of servings. Prices vary across plans, with meals ranging from $6.99 to $9.99 per serving.

Similarly, HelloFresh offers three different meal plans: Veggie, Classic, and Family. HelloFresh offers three plans: Classic, Family, and Veggie.

Hellofresh v blue apron