Amazon files for meal kit trademark

Amazon files for meal kit trademark

"You be the chef".

Amazon has registered a trademark in the USA on July 6 for a service described as: "We do the prep".

Meal kit delivery could be the latest example of Amazon going on to provide its own version of a well-performing product or service to compete with those outside sellers on its marketplace. In fact, just days after Amazon filed the trademarks, Blue Apron's stocks plummeted, falling by at least 10 percent (though any correlation is purely speculative).

Johnson & Weaver, LLP, is investigating potential violations of federal and state laws by certain officers and directors of Blue Apron Holdings, Inc. (NYSE: APRN) ("Blue Apron").

The news follows the March launch of Martha Stewart's "Martha & Marley Spoon through AmazonFresh", where AmazonFresh customers in New York, San Francisco, Dallas and Philadelphia can purchase a Martha & Marley Spoon meal kit that includes the ingredients for a two-person meal. The filing from July 6 says the trademark covers "prepared food kits", signaling that Amazon has its sights on the fast-growing market dominated by Blue Apron.

Following Amazon's massive purchase of Whole Foods for $13.7 billion, it looks like the next step in the retail giant's scheme involves pre-prepared meal kits.

More news: Ann Coulter bashes Delta Airlines in tweetstorm

"We live to eat", the tagline for its already-in-circulation line of snack foods called Wickedly Prime.

Like many other internet startups, Blue Apron also has a history of financial losses, and it is unclear whether it can continue adding enough customers to drive growth.

Shares of Blue Apron, already limping after a disappointing public offering just as Amazon acquired Whole Foods, got clobbered on the news. Amazon didn't immediately return a request for comment. Most meal kits on Amazon Fresh are now priced between $10 and $24 and include ingredients for at least two servings.

The fall in share price value could have additional implications for the unprofitable meal kit-delivery company.

Blue Apron fell 9.4 percent to $6.66 at 11:19 a.m., while Amazon rose less than 1 percent to $1,008.11.

Related Articles