New Offerings Created to Meet Customer Demand

Blue Apron (NYSE: APRN) adds quick and delicious breakfast recipes to its menu as the company continues to expand offerings to meet customer demand. Available to order starting today, the options are part of Blue Apron’s Add-ons offerings, expanding the product line beyond appetizers, side dishes and desserts.

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Fried Egg & Prosciutto Sandwiches with Smoked Gouda & Calabrian Mayo – Blue Apron adds breakfast options as part of its expanded Add-ons menu. (Photo: Business Wire)

“In a recent survey, over 35% of customers who participated told us that they wanted to see breakfast recipes on our menu. They asked and we delivered,” said John Adler, Blue Apron’s Vice President of Culinary.

Designed to be ready in 15 minutes or less, the breakfast Add-ons are creative and flavorful recipes, offering customers easy options for busy weekdays. They feature classic breakfast ingredients with an elevated twist.

“As we were designing these recipes, we wanted to go beyond the basics and explore multiple breakfast formats, from traditional to more indulgent options, while still offering interesting flavor combinations that our customers have come to expect from us,” continued Adler. “For example, our breakfast sandwiches include smoky cheese, spicy mayo, salty prosciutto and a pillowy potato bun, and our breakfast tacos combine melty, white cheddar cheese that perfectly balances the smoky heat from the chipotle sour cream.”

Recipes are available through Blue Apron’s website and mobile app on a rotating basis, and will include:

• Fried Egg & Prosciutto Sandwiches with Smoked Gouda & Calabrian Mayo
• Cheesy Egg & Bell Pepper Tacos with Chipotle Sour Cream
• Buttermilk-Cornmeal Pancakes with Maple-Fig Syrup & Pistachios
• Creamy Spinach & Egg Sandwiches with Parmesan Cheese
• Sourdough French Toast with Cherry-Maple Syrup & Almonds

“As a culinary team, we plan to continue to iterate on the breakfast options based on customer feedback,” added Adler. “We want to further expand the Add-ons category, along with our offerings as a whole, to continue to give customers the flexibility to make choices that better fit their lifestyle.”

To learn more about the culinary inspiration behind breakfast Add-ons, visit cook.ba/breakfast

About Blue Apron

Blue Apron’s vision is Better Living Through Better Food™. Launched in 2012, Blue Apron offers fresh, chef-designed recipes that empower home cooks to embrace their culinary curiosity and challenge their abilities to see what a difference cooking quality food can make in their lives. Through its mission to spark discovery, connection and joy through cooking, Blue Apron continuously focuses on bringing incredible recipes to its customers, while minimizing its carbon footprint, reducing food waste, and promoting diversity and inclusion.

Forward-Looking Statements

This press release includes statements concerning Blue Apron Holdings, Inc. and its future expectations, plans and prospects that constitute "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. For this purpose, any statements contained herein that are not statements of historical fact may be deemed to be forward-looking statements. In some cases, you can identify forward-looking statements by terms such as "may," "should," "expects," "plans," “forecasts,” "anticipates," "could," "intends," "target," "projects," "contemplates," "believes," "estimates," "predicts," "potential," or "continue," or the negative of these terms or other similar expressions. Blue Apron has based these forward-looking statements largely on its current expectations and projections about future events and financial trends that it believes may affect its business, financial condition and results of operations. These forward-looking statements speak only as of the date of this press release and are subject to a number of risks, uncertainties and assumptions including, without limitation, the company’s ability to continue to expand its product offerings; the company’s ability, including the timing and extent, to successfully support the acceleration and execution of its growth strategy; its ability to sustain any increase in demand resulting from both its growth strategy and the COVID-19 (coronavirus) pandemic; changes in consumer behaviors that could lead to declines in demand for its product offerings; its ability to maintain and grow the value of its brand and reputation; general changes in consumer tastes and preferences or in consumer spending, including as a result of inflation or other negative economic factors, whether as a result of the COVID-19 pandemic or otherwise; its ability to comply with modified or new laws and regulations applying to its business or the impact that such compliance may have on its business; its ability to obtain and maintain intellectual property protection; and other risks more fully described in the company’s Annual Report on Form 10-K for the year ended December 31, 2021 filed with the SEC on February 25, 2022, and in other filings that the company may make with the SEC in the future. The company assumes no obligation to update any forward-looking statements contained in this press release as a result of new information, future events or otherwise.

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