Amazon, just weeks after making a $13.7 billion bid to buy Whole Foods Market, is laying the groundwork to start a meal kit delivery service that could shake up the fledgling industry.
The Seattle-based company wants to trademark the slogan "We do the prep. You be the chef" for a business described in its application as a seller of prepared food kits. Amazon filed for the trademark on July 6, according to the U.S. Patent and Trademark Office.
Meal kit delivery services have been rising in popularity over the last several years as more consumers demand home-cooked meals made with the convenience of pre-measured ingredients and the aid of detailed recipes. But the industry still remains small, with only about 5 percent of U.S. households using the kits, according to market research firm The NPD Group.
Analysts also have expressed concerns over the long-term profitability of meal kit delivery services. Those doubts have hurt Blue Apron, the largest U.S. meal kit delivery company, which has seen its stock tumble since it went public earlier this month. It lost another 10 percent in trading Monday after Amazon's trademark application was announced.
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