Meal Kit Companies Shift From Cheap Meals to Multiple Brands

Marley Spoon now runs both budget Dinnerly ($5.99 meals) and premium Martha Stewart options—a pattern spreading across the industry. Rising costs to acquire customers and market saturation are pushing meal kit firms away from competing on price alone. Instead, they're targeting different customer groups with different brands. Analysis: This mirrors what happened in e-commerce fifteen years ago, when companies learned they needed multiple product lines to stay profitable across different customer types.