Blue Apron provides consumers weekly subscriptions to complete ready-to-cook meal kits. Their value proposition has been to be a healthier and less expensive option than prepared take-out foods and more convenient than creating meals from scratch.

Koslowski will be the third CEO in two years and is going to be part of the 40% of new leaders who fail in their first 18 months. The most recent CEO, Brad Dickerson, tried to “Cater only to Blue Apron’s most loyal (and profitable) customers.” He just got fired. Koslowski has a marketing background. She may be able to get more people to try the service. But they won’t stick with it.

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