Blue Apron is going… less blue.    

It’s part of the meal delivery service’s new rebrand–and it makes sense. 

The meal kit that’s been a popular mainstay for the past decade has gone under the knife with the right amount of visual tweaks. But the rebrand itself goes further than that, as most rebrands, to some degree, should. Instead of the strict subscription delivery model it has been boxing up for the past 13 years, Blue Apron has introduced a slew of flexible options to fit into the different lifestyles of many more busy Americans.