The novelty of ordering a “meal kit,” to make dinner at home, appears to be wearing thin.
Blue Apron and HelloFresh, the two biggest startups that ship recipes and ingredients to customers, saw a sharp slowdown in growth in the second half of last year, new data shows. After posting more than 200% increases in new buyers every quarter in 2015, that growth rate dropped to 57% and 58% in the fourth quarter of 2016 respectively, according to Slice Intelligence. The data is based on Slice’s panel of 148,154 shoppers’ email receipts.
