When Amazon announced last July that it had filed a trademark application for the delivery of 'prepared food kits', it became the latest online retailer to embrace what many analysts believe could be the next frontier in online food sales.
Last week's announcement by the tech giant, that it was starting to roll out Whole Foods deliveries in cities including Dallas and Austin, Texas; Virginia Beach, Virginia; and Cincinnati, Ohio, using its Prime Now service, was the next logical progression in that step.
Amazon's move is likely to have led to a few sleepless nights at the headquarters of Blue Apron and HelloFresh, two of the leading exponents of the meal-kit movement, which also features firms including Gobble, Home Chef, Sun Basket, Plated, Green Chef and Purple Carrot.
