Blue Apron adds two new Wellness360 partners

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.

Forward-looking statements

This press release contains statements regarding Blue Apron Holdings, Inc. and its future expectations, plans and prospects that constitute “forward-looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995. To this end, any statements contained in this document that are not statements of historical fact may be deemed to be forward-looking statements. In some cases, you can identify forward-looking statements by words such as “may”, “should”, “expects”, “plans”, “anticipates”, “anticipates”, “could”, “has intention to”, “target”, “plans”, “intends”, “believes”, “estimates”, “predicts”, “potential” or “continues”, or the negative form of these terms or other similar expressions. The forward-looking statements contained in this press release are only predictions. Blue Apron has based these forward-looking statements largely on its current expectations and projections regarding future events and financial trends that it believes may affect its business, financial condition and results of operations. These forward-looking statements speak only as of the date of this press release and are subject to a number of risks, uncertainties and assumptions, including, without limit, the company’s capacity, including timing and l scope, to successfully support the acceleration and execution of its growth strategy and to meet its outlook forecasts (including the ability to successfully scale up marketing and technology enhancements on schedule), to profitably attract new customers and retain existing customers, including its ability to sustain any increase in demand resulting from both its growth strategy and the COVID-19 pandemic, and its ability to continue to expand its product offerings and distribution channels, and to continue to implement operational efficiency practices; changes in consumer behaviours, tastes and preferences which could lead to changes in demand, including due to, among other things, the impact of inflation or other macroeconomic factors, and to some extent , long-term impacts of COVID-19 on consumer behavior , consumer spending patterns; the Company’s ability to attract and retain qualified employees and personnel in sufficient numbers, both generally and in light of nationwide labor shortages due to COVID- 19 or otherwise; any significant and adverse impact of the COVID-19 pandemic or any future outbreaks, including due to new variants and subvariants of the virus, on business operations and results, such as difficulties in recruiting and retention of employees, any prolonged closure, or series of temporary closures, of one or both of its fulfillment centers, supply chain or carrier disruptions or delays, and any resulting need to cancel or move customer orders; the company’s expectations regarding its expenses and net revenues, including the impact of its recent price increase for our meal kits and wine products, its increased marketing expenses and its ability to grow revenues and EBITDA adjusted and to achieve or maintain its profitability; the company’s expectations regarding and the stability of its supply chain, including potential shortages, disruptions and/or increased costs in the supply or delivery of ingredients, and disruptions or delays in package and freight carriers and/or higher freight or fuel costs, whether as a result of inflation or otherwise; the company’s ability to compete effectively; the company’s ability to maintain and increase the value of its brand and reputation; the company’s ability to achieve its environmental, sustainability and corporate governance objectives on schedule or at all; the company’s ability to maintain food safety and prevent foodborne illness incidents and its vulnerability to supplier-initiated recalls; the Company’s ability, including timing and extent, to sufficiently manage costs and fund investments in its operations in the amounts necessary to maintain compliance with financial and other covenants under its indebtedness while continuing to support the execution and acceleration of its growth strategy; the company’s ability to comply with changed or new laws and regulations applicable to its business, or the impact that such compliance may have on its business; the business’s vulnerability to adverse weather conditions, natural disasters, wars and public health crises, including pandemics; the company’s ability to protect the security and integrity of its data and to protect against data security risks and breaches; the company’s ability to obtain and maintain intellectual property protection; and other risks described in more detail in the Company’s Annual Report on Form 10-K for the fiscal year ended December 31, 2021 filed with the SEC on February 25, 2022 and the Company’s Quarterly Report on Form 10-K. 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.

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