Blue Apron is not available in Australia, serving only the contiguous United States. Australian consumers instead have access to several popular meal kit services including HelloFresh, Marley Spoon, Dinnerly, and EveryPlate.
While you may see Blue Apron mentioned on Australian news sites like PCMag and Business Insider, these are syndicated articles from their American counterparts and don’t indicate local availability.
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What is Blue Apron?
Founded in 2012, Blue Apron pioneered the meal kit industry and has grown into one of America’s leading food delivery services. They offer various meal plans including their signature recipes, wellness-focused options, and family-friendly meals, all delivering fresh ingredients with detailed cooking instructions across the contiguous United States.
Beyond basic meal kits, Blue Apron has expanded to include premium prepared meals, a monthly wine subscription service, and retail partnerships with major stores like Costco and Walmart. They distinguish themselves through sustainable practices, celebrity chef collaborations, and extensive recipe customization options.
While these services aren’t available in Australia, local alternatives exist. If you’re looking for a wine subscription service similar to Blue Apron’s offering, I highly recommend Good Pair Days.
What are the alternatives to Blue Apron in Australia?
If you liked the sound of Blue Apron, or you’ve recently moved to Australia and want to find the most similar service, then let me point you in the right direction.
Blue Apron is known to be quite expensive, with meals costing up to USD $9.99 per portion. They pride themselves on offering sustainable ingredients and high-quality meals, justifying the high price. That puts them in the same market as the full-service meal kit providers in Australia: HelloFresh and Marley Spoon.
HelloFresh
My favourite Australian meal kit, HelloFresh offers fresh, high-quality ingredients that most closely match the Blue Apron offering.
HelloFresh is also available in the USA. However, they position themselves as a lower-cost provider. There’s definitely a massive quality improvement with HelloFresh in Australia that makes them more comparable with Blue Apron.
Cost: 2 People / 3 Meals at $59.96 + Shipping. 4 People / 5 Meals at $179.89 + Shipping
Delivers To: Most Metro & Regional areas across Australia.
Best For: Date nights, delicious meals, quality experience
Marley Spoon
Marley Spoon are very similar to HelloFresh (and therefore Blue Apron) in Australia. They offer fresh, sustainable ingredients with incredible variety each week. I’m a big fan of Marley Spoon and the different options you get to choose from each week.
If you’re looking to get a meal kit similar to Blue Apron, it’s worth trying both Marley Spoon and HelloFresh before deciding on the right service for you. Take advantage of the welcome offers to get super cheap meals for a couple of months!
Cost: 2 People / 3 Meals at $67.50 + Shipping. 4 People / 5 Meals at $170.00 + Shipping
Delivers To: Most Eastern Metro locations with limited service to regional areas
Best For: Special diets, calorie control, picky eaters.
Will Blue Apron launch in Australia?
The short answer is: probably not. I’ve actually been asked this a few times, mainly under the guise of asking whether there is enough space in the Australian market for another meal kit service.
Australia is a much smaller market than the USA, so the opportunity is quite limited for a company that is so embedded in America. It would be critical for any American meal kit service to focus on growing/retaining its market share in that market before thinking about expanding to Australia. That’s a tough ask considering how competitive the market is.
Like many industries in Australia, meal kits are a duopoly (Marley Spoon, HelloFresh) and I don’t expect that to change any time soon.
If Blue Apron did launch in Australia, that could only be a good thing for consumers as it would push prices of meal kits even further down.
