Amazon’s “prepared food kits” could potentially hit UK shelves imminently, as the retailer issues a trademark at the UK’s Intellectual Property Office (IPO).
According to The Grocer, the slogan “We Prep. You Cook” was filed by Amazon today, a take on the US’s “We do the prep. You be the chef”.
The meal kits launched four months ago in the US retail between $15.99 (£12.12) and $19.99 (£15.16).
Its key UK rival will be HelloFresh who sells meal kits for an upper price of £13.
However, HelloFresh do not prepare their ingredients while Amazon’s offering does.
“One of the problems companies like HelloFresh has is recruitment,” TCC Global insights director Brian Roberts said.
“For Amazon, that’s not a problem because you already have millions of people signed up for Prime so getting people to put the product in their basket isn’t a huge challenge.”