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Business Model Adjustment - Blue Apron, a pioneer in meal kits since 2012, is moving away from its rigid weekly subscription model to offer customers more flexibility [1] - The company recognizes that customers are seeking greater convenience and variety in their meal choices, moving away from strict meal plans [1][2] Pricing Strategy - Blue Apron is shifting to skew-based pricing, where meal prices are determined by the cost of ingredients, unlike the previous uniform pricing model [3][4] - This means customers will pay more for meals with expensive ingredients like steak and less for vegetarian options like veggie enchiladas [4] - Blue Apron assures existing customers that, on average, their spending will remain the same or decrease under the new pricing structure [4]

Business Model Shift - Blue Apron is transitioning from a weekly subscription model to selling a-la-carte meal kits [1] Consumer Preference - The shift caters to evolving consumer preferences for more budget-friendly and convenient food options [1]