Blue Cross Blue Shield and Planet Fitness Join
Calm in Blue Apron’s Work to Promote a Healthy Lifestyle
Blue Apron (NYSE: APRN) is strengthening its ecosystem of
best-in-class partners as part of its Wellness360 initiatives. The
company is adding two new strategic partnerships with Blue Cross
Blue Shield and Planet Fitness, and renewing its program with
Calm.
The expansion of Blue Apron’s partnership ecosystem is a key
component of its growth strategy and plans to strengthen its
customer base. The company continues to expect to grow customers
sequentially in Q2, while maintaining quality of engagement.
Quarter to date, Blue Apron is registering its highest Average
Order Value ever with Average Revenue per Customer sustaining above
$320, while the company grows its customer base. Blue Apron plans
to continue to scale these efforts through 2022 as it diversifies
its ecosystem of e-commerce and other channels for both
subscription and non-subscription offerings.
Wellness360 is Blue Apron’s campaign centered on highlighting
the different ways cooking can benefit holistic wellness. The
initiative is focused on five key pillars—physical, brain,
relationship, mental and financial health—and has accounted for
approximately 20% of Blue Apron’s new customer registrants since it
was launched in 2021.
“As part of Wellness360, we aim to work with partners that help
foster a healthy lifestyle. For example, companies like Blue Cross
Blue Shield are leading the way in providing customer benefits that
help instill proactive wellness behavior, while organizations like
Planet Fitness have like-minded customers who may be interested in
joint offers,” said Dani Simpson, Blue Apron’s Chief Marketing
Officer. “These two new partners complement the incredible
relationships we already have and help us meet our goals of growing
our partner portfolio to attract customers, while offering new
experiences to our current ones.”
Partnerships are a key part of Blue Apron’s acquisition strategy
as they reduce the cost of acquisition and attract like-minded
consumers. The new and expanded brand partnerships include:
- Blue Cross Blue Shield (BCBS)—Blue Apron is now part of
Blue365, a platform with millions of active users that offers
premier health and wellness discounts to eligible BCBS members. At
sign up, new Blue Apron customers will receive $20 off each of the
first five orders in their subscription and $15 off the following
26 orders. Existing customers will receive $15 off their next 26
orders. To learn more, visit cook.ba/Blue365.
- Calm—Building on a successful partnership last year,
Blue Apron is renewing its collaboration with Calm, a leading app
for sleep, meditation and relaxation. Select new customers will be
eligible to receive three free months of Calm premium. To learn
more visit, cook.ba/Calm.
- Planet Fitness—Planet Fitness is one of the largest and
fastest-growing franchisors and operators of fitness centers with
more members than any other fitness brand. Starting mid-June,
Planet Fitness and Blue Apron will offer its respective customers
exclusive offers and discounts. With more than 2,200 locations, you
can find your local club by visiting PlanetFitness.com/gyms.
Blue Apron’s new partnership strategy is focused on four types
of partners: acquisition partners; brand and media integrations;
enterprise sales; and distribution and licensing. These
partnerships are designed to reinforce Blue Apron’s brand equity,
help the company differentiate from its competitors and allow for
brand alignment with other like-minded organizations to mutually
elevate their respective businesses.
About Blue Apron
Blue Apron’s vision is Better Living Through Better Food™.
Launched in 2012, Blue Apron offers fresh, chef-designed recipes
that empower home cooks to embrace their culinary curiosity,
challenge their abilities in the kitchen and see what a difference
cooking quality food can make in their lives. Blue Apron is a
carbon-neutral meal-kit company and is focused on bringing
incredible recipes to its customers, while promoting planetary and
dietary wellness for everyone.
Forward-Looking Statements
This press release includes statements concerning Blue Apron
Holdings, Inc. and its future expectations, plans and prospects
that constitute "forward-looking statements" within the meaning of
the Private Securities Litigation Reform Act of 1995. For this
purpose, any statements contained herein that are not statements of
historical fact may be deemed to be forward-looking statements. In
some cases, you can identify forward-looking statements by terms
such as "may," "should," "expects," "plans," “forecasts,”
"anticipates," "could," "intends," "target," "projects,"
"contemplates," "believes," "estimates," "predicts," "potential,"
or "continue," or the negative of these terms or other similar
expressions. The forward-looking statements in this press release
are only predictions. Blue Apron has based these forward-looking
statements largely on its current expectations and projections
about future events and financial trends that it believes may
affect its business, financial condition and results of operations.
These forward-looking statements speak only as of the date of this
press release and are subject to a number of risks, uncertainties
and assumptions including, without limitation, the company’s
ability, including the timing and extent, to successfully support
the acceleration and execution of its growth strategy and to meet
its outlook forecasts (including the ability to successfully
increase marketing and technology improvements on the planned
timeline), cost-effectively attract new customers and retain
existing customers, including its ability to sustain any increase
in demand resulting from both its growth strategy and the COVID-19
pandemic, and its ability to continue to expand its product
offerings and distribution channels, and to continue to execute
operational efficiency practices; changes in consumer behaviors,
tastes and preferences that could lead to changes in demand,
including as a result of, among other things the impact of
inflation or other macroeconomic factors, and to some extent,
long-term impacts of COVID-19 on consumer behavior, on consumer
spending habits; the company’s ability to attract and retain
qualified employees and personnel in sufficient numbers, both
generally and in light of nationwide labor shortages as a result of
COVID-19 or otherwise; any material and adverse impact of the
COVID-19 pandemic or any future surges, including as a result of
new variants and subvariants of the virus, on the company’s
operations and results, such as challenges in employee recruiting
and retention, any prolonged closures, or series of temporary
closures, of one or both of its fulfillment centers, supply chain
or carrier interruptions or delays, and any resulting need to
cancel or shift customer orders; the company’s expectations
regarding its expenses and net revenue, including the impact of its
recent price increase for our meal kit and wine products, its
increased marketing expenditures, and its ability to grow revenue
and adjusted EBITDA and to achieve or maintain profitability; the
company’s expectations regarding, and the stability of, its supply
chain, including potential shortages, interruptions and/or
increased costs in the supply or delivery of ingredients, and
parcel and freight carrier interruptions or delays and/or higher
freight or fuel costs, as a result of inflation or otherwise; the
company’s ability to effectively compete; the company’s ability to
maintain and grow the value of its brand and reputation; the
company’s ability to achieve its environmental, sustainability and
corporate governance goals in its anticipated timeframe or at all;
the company’s ability to maintain food safety and prevent
food-borne illness incidents and its susceptibility to
supplier-initiated recalls; the company’s ability, including the
timing and extent, to sufficiently manage costs and to fund
investments in its operations in amounts necessary to maintain
compliance with financial, and other covenants under its
indebtedness while continuing to support the execution and
acceleration of its growth strategy; the company’s ability to
comply with modified or new laws and regulations applying to its
business, or the impact that such compliance may have on its
business; the company’s vulnerability to adverse weather
conditions, natural disasters, wars, and public health crises,
including pandemics; the company’s ability to protect the security
and integrity of its data and protect against data security risks
and breaches; the company’s ability to obtain and maintain
intellectual property protection; and other risks more fully
described in the company’s Annual Report on Form 10-K for the year
ended December 31, 2021 filed with the SEC on February 25, 2022 and
the company’s Quarterly Report on Form 10-Q for the quarter ended
March 31, 2022 filed with the SEC on May 9, 2022 and in other
filings that the company may make with the SEC in the future. The
company assumes no obligation to update any forward-looking
statements contained in this press release, whether as a result of
any new information, future events, or otherwise.
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version on businesswire.com: https://www.businesswire.com/news/home/20220525005848/en/
Media Muriel Lussier Blue Apron
muriel.lussier@blueapron.com
Investors Tip Fleming Blue Apron
tip.fleming@blueapron.com
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