Your next delivery from Amazon could be your DINNER as internet giant bids to enter 'recipe box' market
- Amazon filed a trademark for recipe boxes as plan to move into the market
- If it were to launch in the UK, it would take on brands such as Hello Fresh
- It recently launched a £10.7billion bid for organic supermarket chain Whole Foods
Amazon is set to start delivering pre-prepared meal kits to homes.
The online retailer has filed a trademark for recipe boxes, which include all the ingredients and cooking instructions for a dish.
Amazon has filed a trademark for recipe boxes, which include all the ingredients and cooking instructions for a dish
The ‘meal kits’ are popular with workers who enjoy cooking but are pressed for time.
Amazon’s plans reveal a further push into the grocery market, after it recently launched a £10.7billion bid for organic supermarket chain Whole Foods.
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The trademark filing in the US bears the slogan: ‘We do the prep. You be the chef.’ If Amazon were to launch the boxes in the UK, it would take on established brands such as Hello Fresh – as well as Tesco, Sainsbury’s and Waitrose, which have also started offering the kits.
Amazon’s plans reveal a further push into the grocery market, after it recently launched a £10.7billion bid for organic supermarket chain Whole Foods
In its most recent food and drink report, Waitrose said recipe boxes were a trend that would ‘run and run’. It added: ‘Gourmet meal kits with pre-measured, prepped ingredients and a recipe are having a moment right now.’
The boxes can contain anything from meat and seafood to vegetable and fruit-based dishes, as well as the seasoning and sauces.
A spokesman for Amazon yesterday declined to comment.
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