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Wonder to Acquire Blue Apron, Create ‘Mealtime Super App’

Blue Apron

Blue Apron, a provider of meal kits, has entered into a definitive merger agreement to be acquired by Wonder Group, a company focused on at-home dining and food delivery.

The acquisition aims to create a leading platform for mealtime experiences, focusing on both meal kits and fully-prepared meals, and enhance both companies’ abilities to deliver meals to more customers across the country, the companies said in a Friday (Sept. 29) press release.

Wonder Group aims to create a “mealtime super app,” offering a broad range of cuisines from chefs and restaurants, according to the release.

Following the planned acquisition, Blue Apron’s brand and products will remain the same, with potential for future product expansion and greater synergies around apps and delivery logistics, the release said.

Linda Findley, president and CEO of Blue Apron, said in the release: “Wonder and Blue Apron deliver high-quality, chef-curated meals, making this a great match to offer more incredible mealtime experiences.”

Marc Lore, founder and CEO of Wonder Group, added, “When the opportunity presented itself to unite with Blue Apron, pioneers in the meal kit industry, we knew it would accelerate our strategic position, create immediate opportunities for synergy and most importantly, enable us to further delight customers by expanding the ways you can access and experience Wonder.”

The transaction is expected to close in the fourth quarter of 2023, subject to customary closing conditions, according to the press release.

Blue Apron’s shift to an asset-light business, including the sale of its operational infrastructure and strategic partnership with FreshRealm, played a role in attracting Wonder Group’s proposal, the release said.

The company closed the transfer of its operational infrastructure to FreshRealm in June. Findley said in August, during Blue Apron’s quarterly earnings call, that removing its direct role in the fulfillment of meal kits allowed the company to be more agile and focused on new product innovation.

Wonder Group was launched in 2021 to provide “on-demand at-home dining” via a combination food truck and ghost kitchen operation. The company partnered with celebrity chefs, gaining exclusive rights to recreate items on their menu and deliver them to customers.