Blue Apron Introducing Family Plan

Blue Apron, a recipe and fresh ingredient delivery service, is adding to its product offering a Family Plan featuring seasonal, kid-friendly recipes designed to feed a family of four. With the introduction of the plan, the New York-based company is doubling its addressable market.

"Since we started the company, families have been asking us to create a plan specifically tailored to them," explained Blue Apron Co-founder and CEO Matt Salzberg. "With the launch of our new Family Plan, even more families across the country can now make Blue Apron a part of their weekly routine."

In November alone, the growing company revealed that it was delivering more than 1 million meals monthly; opened its largest fulfillment center, in New Jersey; and debuted the Blue Apron Market, a curated e-commerce store featuring kitchen tools and cookware handpicked by the Blue Apron culinary team.

Priced at $8.74 per person per meal, with free shipping, the plan offers the choice of receiving two or four meals per week, enabling families to select the best option for their households. "Our Family Plan recipes are designed to appeal to both kids and parents alike," said Blue Apron Co-Founder and Chief Product Officer Matthew Wadiak.

Family Plan orders begin shipping Jan. 5, 2015, and customers can sign up online.