HelloFresh X Target

🥗 Meal kits like HelloFresh and Blue Apron are great, but they have a problem...

Once you run out of their introductory pricing and free shipping offers, they become unaffordable, in the sense that it's not cheaper than eating out or more convenient than buying groceries.

I think the issue revolves around the cost of shipping. When you factor in shipping for every weekly meal box, then they lose their affordability appeal.

So What If...

Target becomes the distributor and hypothetically manages to bring down shipping costs while still offering the convenience of proximity to most households.

Even with the distributor's cut, I still think meal kits would be a more attractive offer.

What do you think?