Amazon’s “prepared food kits” are thought to hit UK shelves imminently, as the retail issues a trademark at the UK’s Intellectual Property Office (IPO). The meal kits launched four months ago in the US retail between $15.99 (£12.12) and $19.99 (£15.16).
According to The Grocer, the slogan “We Prep. You Cook” was filed by Amazon today, a take on the US’s “We do the prep. You be the chef”
The key UK rival of the Amazon food kits will be HelloFresh who sell meal kits for an upper price of £13. However, HelloFresh do not prepare their ingredients while Amazon’s offering does.
TCC Global insights director Brian Roberts said: “One of the problems companies like HelloFresh has is recruitment.
“For Amazon, that’s not a problem because you already have millions of people signed up for Prime so getting people to put the product in their basket isn’t a huge challenge.”
