Watch out, Blue Apron; Amazon and Allrecipes are coming for you.
Amazon has already gotten into the clothing subscription box business. And now AmazonFresh and Allrecipes.com are teaming up to bring a new kind of meal-prep service to those who use Allrecipes and like the convenience that mail-order meal kits (such as Blue Apron and HelloFresh) offer. Top recipes on the site now have the option to buy ingredients from AmazonFresh, with recipes offering same day delivery.
Jon Werther, president of Meredith National Media Group, the corporation that owns Allrecipes.com, sees this partnership as a game-changer for home cooks that are looking for a little help in the kitchen.
“We are proud to lead the way in food innovation for home cooks and for our brand partners,” said Werther. “Millions of busy, family-focused home cooks come to Allrecipes.com every day to discover and plan their meals. Our integration with Amazon will make it it easier for millions of home cooks to order all of the ingredients needed for dinner that night or for a weekly meal plan—and have them delivered to their doorstep within hours. We’re providing an unparalleled level of convenience, and making it that much easier to turn the food inspiration our audience sees on Allrecipes into reality.”
It works like this: set up an Allrecipes.com account and select AmazonFresh as your preferred grocery retailer. Then find the recipe you want to make and select the option to send all the ingredients to your Amazon account. Choose your delivery date (same day or next) and then order. Keep in mind that this is only available in areas where AmazonFresh is offered.
The benefit to this program, unlike its competitors, is that you can pick and choose your meals and you don’t have to sign up for a certain amount of meals per week. There is definitely more work involved—you have to measure out all the ingredients yourself—but the extra time will be negligible for some, especially with the trip to the market now off the table.