Amazon-made meal boxes reportedly coming soon-watch out, Hello Fresh

Last month, the ambitious culinary startup had to slash its IPO price by a third after Amazon and Whole Foods announced their merger.

This month, Amazon filed for trademark serial number 87517760, with the phrase "We do the prep".

Any remaining doubts that Amazon wants to disrupt every nook and cranny of the food retailing world should have evaporated yesterday with the news that Amazon intends to make waves in the meal kit world now dominated by Blue Apron (aprn).

The kits may contain things like frozen foods, baked items, grains, noodles and similar - basically anything you need to make a meal, only without the burden of having to drive to the grocery store yourself.

Blue Apron stock closed at its lowest point since its initial public offering: $7.36 per share, down almost 10 percent for the week. However, since the IPO, Blue Apron's stock has plummeted, in mid-day trading on July 17, 2017, the stock traded at $6.51. With the tech giant meaningfully throwing its hat into the $780 billion grocery market, every company with the word "food" somewhere on their About Us page shuttered at the prospect of competing with one of the most successful business in the world.

Now, Amazon is causing some serious indigestion for Blue Apron, which was already grappling with fears of competition in the burgeoning business of shipping boxes of fresh, premeasured ingredients with recipes.

The Times, a British-based publication, first reported this news Sunday. Both meal kits are sold through AmazonFresh.

Blue Apron had sought additional available credit before the initial public offering, according to people familiar with the matter.

While poking around Amazon's recent trademark filings for clues about a potential messaging app, TechCrunch stumbled upon a handful of food-related trademarks.

Amazon doesn't just want to be your grocery store. Chuck Cerankosky, managing director at Northcoast, said that the financial outlook for the Blue Apron is "one of continued losses".

Traditional grocers have already tapped into the meal-kit trend, opting to swim with the rising tide rather than against it.

Vanessa Coleman

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