Amazon.com Inc. (AMZN) is not done with its food ambitions after inking a $13.7 billion deal to acquire Whole Foods Market Inc. (WFM), reportedly pushing into prepared meal kits, which are all the rage these days.

According to a July 6 trademark application viewed by TheStreet.com, the ecommerce giant’s Amazon Technologies unit is gearing up to create and sell prepackaged food kits. In the application, the unit described its efforts as “prepared food kits composed of meat, poultry, fish, seafood, fruit and/or and [sic] vegetables ... ready for cooking and assembly as a meal.” The tagline of the offering according to TheStreet.com: "We do the prep. You be the chef."

The push on the part of Amazon to get into this segment of the food market comes at time when getting prepared food kits and ones that provide all the ingredients but consumers do the cooking are growing in popularity, with big growth expected in the coming years. According to Packaged Facts, the market research firm, U.S. meal kit delivery services likely generated around $1.5 billion in sales last year and are expected to grow into a multibillion industry during the next five years. “These days, consumers have access to almost everything without leaving their home and—through the power of smartphones—without even speaking to another human being. Rather than worrying whether meal kit delivery services will cut into their business, some grocers and food marketers are taking the bull by the horns and starting their own such services,” said David Sprinkle, research director at Packaged Facts, in the forecast report last spring. (See also: Amazon Faces Possible Antitrust Threat in Congress.)

The Blue Apron Blueprint

Indeed the food companies themselves have been embracing this new market driven by the need for convenience, mainly on the part of Millennials. Campbell Soup Co. (CPB) invested $10 million in Chef’d, a meal kit startup this spring while Unilever (UN) is teaming with Sun Basket via a $9 million investment and Conagra Foods Inc. (CAG) has its own offering via Peapod.com. There are also a slew of startups in the space with leading player Blue Apron Holding Inc. (APRN) going public via an initial public offering on June 29. (See also: Blue Apron Meal-Kit Delivery Service Files For IPO.)

Still, despite rosy expectations, not all the startups in the space have been doing well. New York-based food delivery startup Maple filed for bankruptcy after raising $50 million earlier in 2017, and a year prior another competitor, SpoonRocket, suffered the same fate. SpoonRocket, which marketed itself as "sub-10 minute delivery of sub-$10 meal," raised just $13.5 million in three years.

Amazon has been pushing further into the food industry and already sells meal kits from other companies. Making them on its own would represent yet another new business for the company and will likely but intense pressure on Blue Apron. Since it went public at the end of June, shares have been tanking. The stock is more than 26% lower than its IPO price of $10 a share.

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