As a youngish professional spending most of my time in Manhattan, I find myself in food deserts from time to time, or move to move as it were. Each new move can spur a renewed exploration of meal kits, which have proliferated as a consumer offering in the last 5-10 years. A lot of listicles like Reviewed.com rate the mail-and-cook kit options, without factoring in the changing face of grocery. Thinking outside the FedEx box means recognizing that Whole Foods is in on the game now, and it’s not just Weight Watchers selling ready healthy meals anymore. Below is a side-by-side comparison sampling one of each of the three mealkit styles:
Blue Apron representing mail-and-cook
Amazon Meal Kits debuting pick-up-and-cook
Freshly repping mail, heat and eat
Amazon Meal Kits: I’m impressed
Amazon always does everything a little differently. In this instance, they’ve priced each meal kit differently, ranging from $15.99 to $19.99. This makes sense when the ingredients range from chicken to shrimp, and departs from the typical meal kit practice of flat pricing.
Also distinctive is the short, simple instructions and minimal number of ingredients. This meant that the 30 minute cooking time was a true 30 minutes! I tried the pork dish, and appreciated the fresh crunch and flavors, likely aided by the fact that I cooked it the same day that I bought it.
Freshly: full of flavor
Freshly caught my eye with a promotion, and now they have me sold. Six single meals for $60 gets you imaginative dishes like “Aloha Chicken” and wild-caught mahi. I had my doubts about microwave dishes, but the spices and the fresh ingredients mean there is only a little added softness from the microwave steaming. It’s all a huge upgrade from the panini and chicken salad sandwiches of downtown delis.
Blue Apron: light on flavor, long on time
I gave up on Blue Apron last year. The long recipe descriptions and amount of chopping for a knife-skills novice meant that the “30 minute” prep times were usually more like 60 minutes - that’s 100% overage! Also, they seemed to think salt, pepper, and olive oil were all you need to make a dish pop. It got a bit boring after a short while. And even with all the cooking time, I didn’t become a significantly better cook. Hence my back-tracking to the simpler options above.
The final evaluation: price, time and flavor
So who wins the a battle of price, time, and flavor? I’ve conveniently plotted price vs. time performance of these three options below, and plotted flavor against prep time in a 2x2 below.
When evaluating flavor against prep time, we see Amazon and Freshly are in the lead.
Using the Net Promoter Score scale for each of the three, rating how likely I am to recommend each kit on a scale of 0 to 10, here’s where I personally land on ratings for Amazon, Freshly, and Blue Apron.