Blue Apron Introduces Discounts, À La Carte Meals, and Membership Perks

Blue Apron is rolling out new promotional discounts, à la carte meal options, and a membership program to attract and retain customers. The company is offering up to $100 off for new subscribers, flexible meal kits without a subscription, and targeted discounts for military members, students, and first responders.

Promotional Discounts for New and Existing Customers

According to WIRED, Blue Apron is offering $100 off for new customers during their first five weeks of subscription. WIRED readers can also receive $25 off their first two orders using the promo code CONDE25.

Additional discounts include up to $4 per serving based on the number of meals selected per week. Promo codes like WELCOME20 and WELCOME25 provide 20% to 25% off for first-time orders.

Flexible Meal Options Without Subscription

Blue Apron has introduced à la carte meal kits and ready-to-eat meals, eliminating the need for a recurring subscription. Customers can now order individual meal kits with delivery in as little as three days, according to WIRED.

Meal kits include step-by-step recipes and pre-portioned ingredients, priced between $7 and $13 per serving. The company has expanded its menu to over 100 options, including "Assemble & Bake" meals ($11–$13 per serving) and heat-and-serve "Dish by Blue Apron" meals ($9–$12 per serving).

Membership Program and Shipping Benefits

Blue Apron’s Blue Apron+ membership program costs $10 per month or $80 per year and includes free shipping on all orders. Members also gain access to Tastemade+ streaming and exclusive deals.

The Autoship & Save program offers a 5% discount on every autoship order. Without membership, the standard delivery fee is $10 per month, which the membership offsets.

Discounts for Military, Students, and First Responders

Blue Apron is offering discounts for military members, students, teachers, seniors, medical staff, and first responders. Eligible customers can receive up to $150 off their first five weeks of a new subscription, along with free shipping for the first week, according to WIRED.

Discounts for these groups require verification through platforms like ID.me or GovXID.

Background: Subscription and Discount Strategies in E-Commerce

Subscription-based businesses often use promotional discounts and flexible pricing to attract and retain customers. For example, companies like Hoka and LG have recently offered discounts, free shipping, and exclusive perks to specific groups such as students, military personnel, and first responders.

These strategies aim to lower the barrier to entry for new users while fostering long-term loyalty through recurring benefits.

What this means

Lazyfounder analysis — our interpretation, not reported fact.

Blue Apron’s latest moves—steep discounts, à la carte options, and membership perks—show how subscription businesses are trying to balance customer acquisition with flexibility. For founders, this highlights the importance of reducing friction for new users while testing ways to drive long-term engagement. However, the real test will be whether these incentives can convert trial users into profitable, loyal customers without sacrificing margins.

Key takeaways

• Blue Apron is offering $100 off for new customers over their first five weeks.
• À la carte meal kits and ready-to-eat meals are now available without a subscription.
• The Blue Apron+ membership includes free shipping and Tastemade+ streaming for $10/month.
• Military members, students, and first responders can receive up to $150 off their first five weeks.
• Meal kits start at $7 per serving, with over 100 options to choose from.

FAQ

What discounts is Blue Apron currently offering?

Blue Apron is offering $100 off for new customers during their first five weeks of subscription. WIRED readers can also get $25 off their first two orders using the code CONDE25. Additional discounts include up to $4 per serving and promo codes like WELCOME20 and WELCOME25 for first-time orders.

Do I need a subscription to order Blue Apron meal kits?

No, Blue Apron now offers à la carte meal kits and ready-to-eat meals without requiring a recurring subscription.

What are the benefits of the Blue Apron+ membership?

The Blue Apron+ membership costs $10 per month and includes free shipping on all orders, unlimited Tastemade+ streaming, and exclusive deals. An annual membership is available for $80.

Are there discounts for military members, students, or first responders?

Yes, Blue Apron offers discounts for military members, students, teachers, seniors, medical staff, and first responders. Eligible customers can receive up to $150 off their first five weeks of a new subscription, along with free shipping for the first week.

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