Amazon has been in the IP news recently after it trademarked the phrase “We do the prep. You be the chef” in connection with its recently launched pre-packaged meal kits for customers to cook their own meals at home from a box of pre-packaged ingredients following the enclosed instructions. The aim is for the home delivery meal kits to be available for customers based in cities where Amazon operates its Amazon Fresh delivery service (currently 13 American cities, Tokyo, London and Berlin). At the moment the meal kits are only being sold to select customers on Amazon’s US website. The meal kits (example shown below) are priced between $15.99 and $19.99 serving two people with 17 meal options available.
Amazon moved into the food sector from 2013 with its own shopping delivery service “Amazon Fresh”, “Amazon Restaurants” which deliver ready-made food from restaurants and its acquisition of fresh food market “Whole Foods” in June 2017. Meal kit delivery services are big business and market research suggests the trend to continue to grow into a multibillion industry in the next five years. Amazon has previously sold meal kits by other companies but this latest trade mark and meal kit launch confirms its own direct involvement with the sub-sector.