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Weight Watchers International Inc. (WTW) appears to be the latest company attempting to upset Blue Apron Holdings Inc.'s (APRN) dominance in the meal-kit space.

Weight Watchers on Sept. 14 filed a trademark application with the U.S. Patent and Trademark Office for its new WW Fresh Smart Portions Delivered logo.

The diet company has already partnered with meal kit startup Chef'd to provide customized Weight Watchers-approved meals. Chef'd is backed by several food companies, including Campbell Soup Co. (CPB) .

Blue Apron went public around the same time that Inc. (AMZN) announced its $13.7 billion acquisition of Whole Foods Market, and it's struggled as a public company since then. Shares spiked 1.5% to $5.30 on Thursday, Sept. 21, following the news that rival meal kit startup Plated would sell to grocery chain Albertsons.

While meal kits are a $2.2 billion industry in the $1.5 trillion food industry, they are bound for exponential growth, according to the food consulting firm Pentallect, which forecasts that annual growth will be in the 25% to 30% range over the next five years. Morningstar Inc. (MORN) analyst R.J. Hottovy estimates that sales will hit $29.7 billion by 2021, growing at a compound annual growth rate of 20.3%.

Weight Watchers shares are on a tear this year, up 274.1% year to date, compared to the S&P's rise of 12% during the same period. Media mogul Oprah Winfrey took a 10% stake in the company and joined its board on Oct. 19, 2015.

Former HSN Inc. (HSNI) CEO Mindy Grossman became CEO of Weight Watchers in July. A retail veteran, she previously worked at Nike Inc. (NKE) and Ralph Lauren Corp. (RL) .

Other food companies experimenting with meal kits include Hershey Co. (HSY)  through another partnership with Chef'd; Tyson Foods Inc. (TSN) , which sells on Amazon; and Conagra Brands Inc. (CAG) , which sells on online grocer

Weight Watchers did not respond to a request for comment.

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Editors' pick: Originally published Sept. 21.