Meal kit services: HelloFresh vs. Blue Apron

Quick Verdict

Both HelloFresh and Blue Apron provide convenient meal kit delivery services with a focus on fresh ingredients and easy-to-follow recipes. Blue Apron stands out for its commitment to sustainable packaging and highly-rated customer service. HelloFresh is praised for its variety of recipes and customization options. The choice depends on individual priorities, such as dietary needs, sustainability concerns, and customer service expectations.

Both HelloFresh and Blue Apron offer a variety of recipes each week and provide customization options, such as protein swaps.
HelloFresh caters to vegetarian, pescatarian, and calorie-smart diets, while Blue Apron offers options like Chef Favorites, Wellness, and Family-Friendly meals.
The average cost per serving is similar for both, ranging from $8 to $12, but Blue Apron also offers prepared meals at a comparable price.
Both services have shipping costs, but Blue Apron offers flexible meal plans with potential discounts and free shipping.
Blue Apron emphasizes sustainable packaging with over 85% recyclability, while HelloFresh acknowledges room for improvement in this area.
Meal preparation times are generally between 20 to 45 minutes for both, depending on the recipe.
Both focus on ingredient quality, with Blue Apron highlighting a farm-to-table approach and sustainable farming practices.
Both services are designed to be easy to cook, with clear recipes suitable for beginners.
Customer service experiences vary with HelloFresh, while Blue Apron is noted for its helpful and kind team.
Both offer flexible subscription models, allowing users to skip weeks or cancel easily.

Key features – Side-by-Side

Attribute	HelloFresh	Blue Apron
Variety of recipes offered per week	Variety of recipes offered per week	About 20 meal kits, 30 prepared meals, and 10-15 add-ons (sides, proteins, breakfasts, desserts) that rotate weekly.
Customization options for meals (protein swaps, etc.)	Customization options for meals (protein swaps, etc.)	Protein or side swaps available on certain recipes each week.
Dietary restrictions catered to (vegetarian, vegan, gluten-free)	Caters to several dietary restrictions (vegetarian, pescatarian, calorie-smart, some gluten-free)	Chef Favorites, Wellness (healthy, nutritionist-approved meals), Family-Friendly, Fast & Easy, Veggies (meat-free). Offers nutritionist-approved meals for low-carb or 600 calories or less lifestyles. Limited options for medically necessary diets. 3-4 vegetarian options per week.
Average cost per serving	Typically ranges from $8 to $12 per serving	Meal kits: $9.49 to $11.99 per serving. Prepared meals: $9.49 and $11.99 per serving.
Shipping cost and delivery frequency	Typically around $9.99 per box	Shipping is an additional $10.99. Flexible meal plan options with discounts and free shipping to suit different needs and budgets.
Packaging sustainability and recyclability	There is still room for improvement in packaging sustainability	Over 85% of packaging is recyclable. Larger components like delivery box and cardboard dividers, as well as paper products inside, like the recipes are recyclable. Rigid plastics, metal cans, and bottles were recyclable curbside. Plastic bags and plastic around gel packs recyclable at certain drop-off centers.
Preparation time for meals	Typically range from 30 to 45 minutes	Generally between 20 and 45 minutes, depending on the recipe's complexity.
Ingredient sourcing and quality	Focusing on fresh, seasonal produce and high-quality meats and seafood	Farm-to-table approach, sourcing responsibly and focusing on sustainability. Sustainable farming practices, fresh meat, poultry and eggs are carefully selected, with no added hormones or sub-therapeutic antibiotics.
Taste and flavor of meals	Generally well-received, with many customers praising the variety and quality of the recipes	Flavor is where Blue Apron meals shine.
Ease of cooking and recipe clarity	Designed to be easy to follow, with clear instructions and step-by-step photos. Suitable for beginner cooks	Mostly easy to prepare and don't require any fancy cooking training or prolonged kitchen experience. Easy-to-follow recipes.
Customer service responsiveness and helpfulness	Can vary. Some customers report positive experiences, while others have had difficulty resolving issues	Helpful and kind team. Robust customer service.
Flexibility in skipping weeks or canceling subscription	Allows customers to easily skip weeks or cancel their subscription online or through the app. There are no cancellation fees	Flexible subscription model, allowing users to skip weeks, modify orders, or cancel anytime without hassle. Skip upcoming deliveries up to 5 weeks in advance and skip any delivery until the order is processed (3-5 days before delivery date).

Overall Comparison

HelloFresh: $8-$12 per serving, Blue Apron: $9.49-$11.99 per serving. HelloFresh shipping: $9.99, Blue Apron shipping: $10.99. Blue Apron: 85% recyclable packaging.

Pros and Cons

HelloFresh

Pros:

Variety of recipes offered per week
Customization options for meals (protein swaps, etc.)
Caters to several dietary restrictions (vegetarian, pescatarian, calorie-smart, some gluten-free)
Ingredients always seemed fresh and of good quality
Recipes were easy to follow, even for someone with limited cooking experience
Meals tasted great and were comparable to restaurant-quality dishes
Responsive and helpful customer service
Easy to skip weeks or cancel the subscription online without any hassle
Convenient way to enjoy home-cooked meals without the hassle of meal planning and grocery shopping

Cons:

Shipping costs
Some individual ingredients are packaged in plastic
Customer service responsiveness can vary
Some customers have complained about the freshness of the ingredients upon arrival
Some users have found the recipes to be too complicated or time-consuming for weeknight meals
Some customers have reported discrepancies between the stated preparation times and the actual time it takes to cook the meals
Some reviewers have noted that the meals don't always taste as good as they look in the pictures, with some dishes lacking flavor or being bland
Some customers have found the portion sizes to be too small, especially for the price
May not be suitable for those with severe allergies or specific dietary needs
Some customers have had difficulty getting in touch with customer service or resolving issues in a timely manner
Some users have reported being charged for weeks they skipped or having difficulty canceling their subscription
There is still room for improvement in packaging sustainability
High cost, limited customization options, and occasional issues with ingredient quality or customer service

Blue Apron

Pros:

Diverse menu with rotating weekly options
Customizable meal options with protein and side swaps
Caters to different meal preferences (Chef Favorites, Wellness, Family-Friendly, Fast & Easy, Veggies)
Offers nutritionist-approved meals
Reasonably priced compared to other services
Flexible meal plan options with discounts and free shipping
Focus on sustainability with over 85% recyclable packaging
Farm-to-table approach with responsible sourcing
Delicious home-cooked meals with easy-to-follow recipes
User-friendly app interface and high service quality
Helpful and kind customer service team
Flexible subscription model with ability to skip weeks or cancel anytime
High-quality ingredients
Intuitive recipes
Wide variety of dishes

Cons:

Limited options for medically necessary diets
Limited vegetarian options (3-4 per week)
Shipping cost is additional
Advertised cooking time may not always be accurate
Requires active participation in the cooking process

User Experiences and Feedback

HelloFresh

What Users Love

Fresh ingredients
Easy to follow recipes
Great tasting meals
Responsive customer service
Easy to skip weeks or cancel
Convenient meal planning

Common Complaints

Ingredient freshness issues
Complicated or time-consuming recipes
Discrepancies in preparation times
Bland or lacking flavor
Small portion sizes
Difficulty with customer service
Unexpected charges or cancellation issues

Value Perception

Convenient
Time-saving
Good quality ingredients
Restaurant-quality meals

User Recommendations

Ingredients always seemed fresh and of good quality.
The recipes were easy to follow, even for someone with limited cooking experience.
The preparation times were generally accurate, although some recipes took a bit longer than stated.
The meals tasted great and were comparable to restaurant-quality dishes.
The portion sizes were adequate for one person, but some found them a bit small for larger appetites.
HelloFresh offers a variety of meal options that cater to different dietary needs and preferences, including vegetarian, low-calorie, and quick & easy meals.
Customer service was responsive and helpful in resolving any issues or concerns.
It was easy to skip weeks or cancel the subscription online without any hassle.
HelloFresh's packaging is mostly recyclable, but there is still some plastic waste.
I would recommend HelloFresh to others because it's a convenient way to enjoy home-cooked meals without the hassle of meal planning and grocery shopping.
Some customers have complained about the freshness of the ingredients upon arrival, with some produce arriving wilted or bruised.
Some users have found the recipes to be too complicated or time-consuming for weeknight meals.
Some customers have reported discrepancies between the stated preparation times and the actual time it takes to cook the meals.
Some reviewers have noted that the meals don't always taste as good as they look in the pictures, with some dishes lacking flavor or being bland.
Some customers have found the portion sizes to be too small, especially for the price.
While HelloFresh offers some options for dietary restrictions, it may not be suitable for those with severe allergies or specific dietary needs.
Some customers have had difficulty getting in touch with customer service or resolving issues in a timely manner.
Some users have reported being charged for weeks they skipped or having difficulty canceling their subscription.
While HelloFresh has made some efforts to improve its packaging sustainability, there is still room for improvement.
Some reviewers would not recommend HelloFresh due to the high cost, limited customization options, and occasional issues with ingredient quality or customer service.

Blue Apron

What Users Love

Flavors stand out
Recipes introduce users to new dishes
Meals feel like restaurant quality
Straightforward recipes ideal for beginners
Impressive flavors and overall taste
Perfect portion sizes
Generous serving sizes
Easy to find something to like
Helpful and kind customer service
Flavors stand out
Recipes introduce them to dishes they'd never tackle otherwise that make them feel like kitchen pros.
The recipes are really straightforward and ideal for beginners generally, but the final dishes are pretty flavorful and they feel sometimes that they're restaurant quality which is really really nice for a meal kit.

Common Complaints

The vegetarian stuff, like a mushroom farro bowl, was tasty but not my wheelhouse.
The advertised time on the recipe card is not always accurate. For instance, I occasionally spent an additional 10 minutes chopping, simmering, or cleaning up compared to the listed times.

Value Perception

Reasonably priced compared with other services
The recipes I tried from Blue Apron ranged from around 500 to 700 calories per serving. The protein portions were satisfying, paired with a balanced mix of carbs, fats and fiber.
The portion sizes were perfect for me.
The serving sizes are fairly generous with Blue Apron, and I've never been left hungry after eating any of their meals.

User Recommendations

The food gets a lot of love. Users often highlight how the flavors stand out, with recipes introducing them to dishes they'd never tackle otherwise that make them feel like kitchen pros.
The recipes this first week seem pretty accessible for beginner cooks or those looking to shake up their weeknight meals for themselves for their family.
The recipes are really straightforward and ideal for beginners generally, but the final dishes are pretty flavorful and they feel sometimes that they're restaurant quality which is really really nice for a meal kit.