Meal kits have surged in popularity over the past decade, offering a middle ground between takeout and cooking from scratch. They appeal to busy professionals, families, and novice cooks alike by providing fresh, pre-measured ingredients and step-by-step recipes that make home cooking accessible and enjoyable. Blue Apron, HelloFresh, and EveryPlate are three of the most recognized names in this space, each with distinct strengths. Blue Apron is known for its gourmet, chef-inspired recipes, HelloFresh for its extensive menu and family-friendly options, and EveryPlate for its budget-conscious approach. Below, we’ll break down how these services compare across key factors.
Price and Affordability
Blue Apron
Blue Apron’s pricing ranges from $7.49 to $11.99 per serving, depending on the plan and number of meals ordered. Shipping is free for most plans, except for the smallest two-meal plan, which incurs a $9.99 shipping fee. While Blue Apron is not the cheapest option, its focus on high-quality ingredients and creative recipes justifies the slightly higher cost for those seeking a premium experience. The service also offers add-ons like desserts, extra proteins, and prepared meals, which can increase the overall cost but add flexibility.
HelloFresh
HelloFresh is priced between $9.99 and $12.99 per serving, with a flat $10.99 shipping fee per box. This makes it slightly more expensive than Blue Apron for smaller orders, but its larger menu and frequent promotional deals (such as free meals for new subscribers) can offset the cost. HelloFresh also offers a wide range of add-ons through its HelloFresh Market, including snacks, desserts, and breakfast kits, which can add to the bill but enhance the convenience of the service.
EveryPlate
EveryPlate, a subsidiary of the HelloFresh Group, is the budget champion, with meals starting at $4.99 per serving plus a $9.99 shipping fee. This makes it one of the most affordable meal kit services on the market, often up to 56% cheaper than competitors like Blue Apron and HelloFresh. EveryPlate achieves these savings by focusing on simpler recipes and fewer ingredients, though it does require customers to have basic pantry staples like oil, salt, and pepper on hand.
Verdict: EveryPlate wins for affordability, making it ideal for budget-conscious consumers. Blue Apron and HelloFresh are pricier but offer more premium and diverse options, with Blue Apron slightly edging out HelloFresh due to its free shipping on larger plans.
Menu Variety and Customization
Blue Apron
Blue Apron offers around 80+ weekly recipes, including meal kits and prepared (heat-and-eat) meals. Its menu is divided into categories like Chef Favorites, Wellness, Family Friendly, Fast & Easy, and Veggies, catering to a range of preferences. Blue Apron stands out for its gourmet recipes, often featuring exotic ingredients and international cuisines like Glazed Pork Belly & Ramen Noodles or Cajun Chicken and Rice. Some recipes allow customization, such as swapping proteins (e.g., beef for turkey) or opting for vegetarian versions, though the options are limited compared to HelloFresh. The Blue Apron Market also offers add-ons like breakfasts, desserts, and spice blends, enhancing menu flexibility.
HelloFresh
HelloFresh boasts one of the largest menus in the industry, with over 100+ weekly options, including meal kits and market add-ons. Its categories include Meat & Veggie, Veggie, Family Friendly, Fit & Wholesome, Under 20 Minutes, and Pescatarian, offering something for nearly every taste. The HelloCustom feature allows users to swap, add, or upgrade proteins and sides in select recipes, providing greater flexibility than Blue Apron. For example, you can swap crispy potatoes for broccoli in a chicken dish or add steak to a salad. HelloFresh’s menu is viewable up to six weeks in advance, compared to Blue Apron’s four weeks, making meal planning easier. The HelloFresh Market includes extras like charcuterie boards, meat and seafood boxes, and even dog food, broadening its appeal.
EveryPlate
EveryPlate offers a more limited menu, with around 30+ weekly recipes focused on classic American comfort foods and select international dishes (e.g., Italian, Mexican, or Asian-inspired). While it lacks the extensive customization of HelloFresh, it provides options for vegetarian, calorie-smart, and family-friendly meals. EveryPlate’s simplicity is part of its appeal, with recipes designed to be straightforward and appealing to picky eaters or families with kids. Unlike Blue Apron and HelloFresh, EveryPlate does not offer desserts or extensive add-ons, keeping its focus on affordability and ease.
Verdict: HelloFresh takes the lead for menu variety and customization, thanks to its extensive recipe selection and flexible HelloCustom feature. Blue Apron follows closely with its diverse, gourmet offerings, while EveryPlate is best for those who prefer simpler, familiar flavors with less choice.
Recipe Quality and Taste
Blue Apron
Blue Apron is renowned for its restaurant-quality recipes, often developed in collaboration with professional chefs. Dishes like Seared Scallops in Creamy Tomato Sauce or Pesto Farro Bowls showcase high-quality ingredients and complex flavors. Testers praise Blue Apron for its variety of produce and thoughtful recipe design, though some note that certain premium dishes can fall short if the flavors don’t balance as expected. The service’s focus on teaching cooking techniques makes it appealing for those looking to elevate their culinary skills.
HelloFresh
HelloFresh excels in delivering flavorful, crowd-pleasing meals that are easy to prepare, such as Tuscan Shrimp and Orzo or Apricot, Almond & Chickpea Tagine. Its recipes are designed to be approachable, with accurate preparation times (typically 20-30 minutes) and minimal complexity. However, some testers report that side dishes can feel repetitive (e.g., frequent use of carrots and potatoes), and pacing issues may result in unevenly heated meal components. HelloFresh’s strength lies in its balance of taste and simplicity, making it a favorite for families and beginner cooks.
EveryPlate
EveryPlate focuses on comfort food classics like Sticky Soy Pork Burgers or Creamy Corn and Bacon Chowder, which are satisfying and straightforward. While the recipes are less sophisticated than Blue Apron’s or HelloFresh’s, they consistently deliver on taste for those who prefer familiar flavors. Some users have reported occasional issues with produce quality, but the overall consensus is that EveryPlate’s meals are reliable and delicious for the price.
Verdict: Blue Apron edges out for recipe quality due to its gourmet, chef-inspired dishes and diverse ingredients. HelloFresh is a close second for its flavorful, family-friendly meals, while EveryPlate excels for simple, satisfying comfort food.
Ease of Preparation
Blue Apron
Blue Apron’s recipes often require more prep work and cooking techniques than its competitors, reflecting its focus on teaching culinary skills. Most meals take 30-40 minutes to prepare, though some Fast & Easy options are quicker (as little as five minutes for prepared meals). Recipe cards are detailed and well-designed, but the slightly more complex instructions may challenge novice cooks or those short on time.
HelloFresh
HelloFresh prioritizes ease, with most meals ready in 20-30 minutes. Its “easy prep” and “easy cleanup” categories, featuring one-pot or sheet-pan recipes, are ideal for busy schedules. The service’s recipe cards are clear and beginner-friendly, though testers note that pacing can be an issue, with some components cooling before others are ready. HelloFresh is particularly accommodating for multitasking cooks or those with distractions like kids.
EveryPlate
EveryPlate’s recipes are designed for simplicity, with six steps or fewer and minimal ingredients. Most meals take 30-40 minutes, though they require slightly more kitchen know-how than HelloFresh, as well as basic pantry staples. The concise recipe cards save counter space and are easy to follow, making EveryPlate a great choice for beginners or those who want fuss-free cooking.
Verdict: HelloFresh wins for ease of preparation due to its quick, beginner-friendly recipes and “easy prep” options. EveryPlate is a close second for its straightforward approach, while Blue Apron requires more effort but rewards with a more refined cooking experience.
Dietary Accommodations
Blue Apron
Blue Apron caters to omnivores, vegetarians, and health-conscious eaters with categories like Wellness (including WW-approved meals) and Veggies. It offers limited gluten-free options and no dedicated vegan recipes, though some vegetarian dishes can be adapted with substitutions. Nutritional information is comprehensive, but allergen details require manual checking, which can be cumbersome for those with specific dietary needs.
HelloFresh
HelloFresh offers a veggie-friendly menu and a Pescatarian plan, with occasional vegan options. Its Fit & Wholesome category includes calorie-smart meals, but it doesn’t cater extensively to strict diets like keto or paleo. The service allows users to filter recipes by dietary preferences and allergens (e.g., omitting beef or seafood), making it more accommodating than Blue Apron for dietary restrictions. However, nutritional information is less detailed, focusing on basic macronutrients.
EveryPlate
EveryPlate provides vegetarian and calorie-smart options but is less focused on specialized diets. It expects customers to have some pantry staples, which may not suit those with strict dietary needs (e.g., gluten-free or vegan). Its simplicity makes it less versatile for complex dietary requirements compared to Blue Apron or HelloFresh.
Verdict: HelloFresh leads for dietary accommodations due to its filtering options and broader range of vegetarian and pescatarian meals. Blue Apron is suitable for omnivores and vegetarians but lacks vegan options, while EveryPlate is the least flexible for specialized diets.
Sustainability and Packaging
All three services prioritize recyclable cardboard packaging and aim to reduce plastic use. Blue Apron stands out for its sink-safe coolant gel packs, which are more eco-friendly than HelloFresh’s artificial ice blocks, which must be discarded. EveryPlate, as a budget service, uses similar packaging to HelloFresh but keeps it minimal to cut costs. Both Blue Apron and HelloFresh provide clear recycling instructions, though some users note that the volume of packaging can still feel excessive.
Verdict: Blue Apron has a slight edge for sustainability due to its eco-friendly coolant packs, but all three services are comparable in their recycling efforts.
Customer Retention and Market Position
According to a 2023 Bloomberg Second Measure report, HelloFresh has been gaining market share, partly due to its acquisitions of Green Chef and Factor, as well as the launch of EveryPlate as a budget option. Blue Apron has the highest customer retention rate among the three, with 15% of January 2022 customers still subscribed after 11 months, compared to 9% for HelloFresh and lower rates for other competitors. EveryPlate, while popular for its low cost, has less data on retention but benefits from its association with the HelloFresh Group.
Overall Value and Who Should Choose Each Service
Blue Apron
- Best for: Foodies, aspiring chefs, and those who enjoy gourmet, restaurant-quality meals.
- Pros: High-quality ingredients, creative recipes, comprehensive nutritional information, eco-friendly packaging.
- Cons: Slightly higher price, more prep work, limited customization and vegan options.
- Value: Offers excellent value for those prioritizing culinary experience and ingredient quality, especially with free shipping on larger plans.
HelloFresh
- Best for: Families, beginner cooks, and those seeking variety and customization.
- Pros: Extensive menu, flexible customization, beginner-friendly recipes, frequent promotions.
- Cons: Higher shipping costs, less detailed nutritional info, repetitive side dishes.
- Value: Provides strong value for its diverse menu and ease of use, particularly for larger households or those who value flexibility.
EveryPlate
- Best for: Budget-conscious consumers, students, and families who prefer simple, comforting meals.
- Pros: Lowest price point, easy-to-make recipes, satisfying comfort food.
- Cons: Limited menu variety, fewer dietary accommodations, occasional produce quality issues.
- Value: Unbeatable for cost-conscious shoppers, offering meals that rival grocery store prices while saving time.
Conclusion
Choosing between Blue Apron, HelloFresh, and EveryPlate depends on your priorities. If you’re after gourmet meals and are willing to invest time and a bit more money, Blue Apron delivers a premium experience with high-quality ingredients and chef-inspired recipes. For those seeking variety, customization, and family-friendly options, HelloFresh is the top choice, with its extensive menu and beginner-friendly approach. If budget is your primary concern, EveryPlate offers unbeatable affordability with satisfying, no-frills meals. Ultimately, all three services excel in their own way, making them worthy contenders in the meal kit showdown.