One of the squares on a podcast bingo board was 'All Blue Apron ads have been replaced by HelloFresh ads.' Ouch.īlue Apron CEO Brad Dickerson acknowledged the company's problems in a release about the layoffs Tuesday. The competitive landscape has gotten so tough that Blue Apron was recently the punchline in a tweet about podcast clichés that went viral. There are plenty of other meal kit companies, including Germany-based HelloFresh, Plated, Sun Basket and Home Chef, which was bought earlier this year by supermarket giant Kroger (KR). The stock is down 70% this year and is trading barely above $1. It was once synonymous with the meal kit delivery business, delivering boxes of fresh ingredients and menus to amateur gourmands.īut shares of Blue Apron (APRN) have tanked since the IPO because of concerns about increased competition. The company said Tuesday that the most recent job cuts would cost it about $1.6 million in severance charges during the fourth quarter but it would also save $16 million in personnel expenses next year.īlue Apron needs every dollar in savings that it can get.

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