NEW YORK–(BUSINESS WIRE)–Blue Apron (NYSE: APRN) is strengthening its ecosystem of premium partners through its Wellness360 initiatives. The company adds two new strategic partnerships with Blue Cross Blue Shield and Planet Fitness, and renews its program with Calm.
Expanding Blue Apron’s partner ecosystem is a key part of its growth strategy and plans to strengthen its customer base. The company continues to expect sequential customer growth in the second quarter, while maintaining the quality of engagement. Quarter to date, Blue Apron records its highest ever average order value with average revenue per customer exceeding $320 as the company expands its customer base. Blue Apron plans to continue scaling up these efforts through 2022 by diversifying its e-commerce ecosystem and other channels for subscription and non-subscription offerings.
Wellness360 is Blue Apron’s campaign focused on highlighting the different ways cooking can benefit holistic wellbeing. The initiative focuses on five key pillars – physical, brain, relationship, mental and financial health – and has accounted for around 20% of new Blue Apron sign-up customers since its launch in 2021.
“As part of Wellness360, we aim to work with partners who help foster a healthy lifestyle. For example, companies like Blue Cross Blue Shield are leading the way in offering customer perks that help instill proactive wellness behavior, while organizations like Planet Fitness have like-minded customers who might be interested in joint deals,” said Dani Simpson, head of Blue Apron. Marketing officer. “These two new partners complement the incredible relationships we already have and help us achieve our goals of growing our partner portfolio to attract customers, while offering new experiences to our current ones.
Partnerships are a key part of Blue Apron’s acquisition strategy as they reduce the cost of acquisition and attract like-minded consumers. New and expanded brand partnerships include:
- Blue Cross Blue Shield (BCBS)—Blue Apron is now part of Blue365, a platform with millions of active users that offers premium health and wellness discounts to eligible BCBS members. Upon signup, new Blue Apron customers will receive $20 off each of the first five orders in their subscription and $15 off the next 26 orders. Existing customers will receive $15 off their next 26 orders. Find out more at cook.ba/Blue365.
- Calm—Building on a successful partnership last year, Blue Apron renews its collaboration with Calm, a leading app for sleep, meditation and relaxation. Select new customers will be eligible to receive three free months of Calm Bonus. For more information, visit cook.ba/Calm.
- Planet Fitness—Planet Fitness is one of the largest and fastest growing franchisors and operators of fitness centers, with more members than any other fitness brand. From mid-June, Planet Fitness and Blue Apron will offer their respective customers exclusive offers and discounts. With over 2,200 locations, you can find your local gym by visiting PlanetFitness.com/gyms.
Blue Apron’s new partnership strategy focuses on four types of partners: acquisition partners; brand and media integrations; business sales; and distribution and licensing. These partnerships are designed to build Blue Apron’s brand equity, help the company differentiate itself from competitors, and enable brand alignment with other like-minded organizations to mutually elevate their respective businesses.
About the blue apron
Blue Apron’s vision is Better Living Through Better Food™. Launched in 2012, Blue Apron offers fresh, chef-designed recipes that allow home cooks to embrace their culinary curiosity, challenge their cooking abilities, and see what a difference cooking quality food can make in their lives. Blue Apron is a carbon neutral meal kit company and is focused on bringing amazing recipes to its customers, while promoting planetary and dietary wellness for all.
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Q for the three months ended March 31, 2022 filed with the SEC on May 9, 2022 and in other documents that the Company may file with the SEC in the future. The company undertakes no obligation to update any forward-looking statements contained in this press release, whether as a result of new information, future events or otherwise.