Blue Apron Holdings  (APRN) shares crashed 11% Monday afternoon after a reports suggested Amazon.com Inc  (AMZN) is readying a move into the meal kit market.

In a July 6 trademark application, Amazon subsidiary Amazon Technologies Inc. revealed it's planning "prepared food kits composed of meat, poultry, fish, seafood, fruit and/or and [sic] vegetables ... ready for cooking and assembly as a meal," as well as primarily grain-based offerings. Britain's Sunday Times newspaper said Amazon will market the service as "We do the prep. You be the chef" that will cover ready-to-assemble kits of prepared food.

Blue Apron shares have declined more than 30% since their June 30 IPO.

WATCHIs Blue Apron Cooked?

Major food companies are scrambling to partner with meal kit companies as their popularity grows. In May, Campbell Soup Co. (CPB) invested $10 million in meal kit maker Chef'd LLC and Unilever NV (UN) backed Sun Basket Inc. Conagra Brands Inc. (CAG) sells meal kits through online grocer Peapod.com, while Hershey Co. (HSY) partnered with Chef'd on dessert meal kits. Whole Foods itself has some experience with meal kits: last year it began selling Purple Carrot meal kits in its stores.

Amazon representatives did not immediately respond to requests for comment when contacted by TheStreet. 

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