Published On: Mon, Jul 17th, 2017

Trademarks uncover Amazon has sights on meal-kits, “single cow burgers” and other quick food options

Amazon has done no tip of a ambitions to enhance into some-more uninformed food services, from a own, homegrown efforts like AmazonFresh for groceries (first launched in 2013) and Amazon Restaurants for grill smoothness (first launched in 2014), by to a many new devise to acquire Whole Foods for $13.7 billion. In fact, a association has a sights set on a series of other culinary areas, such as a growth of a possess farm-to-table products, Blue Apron-style dish kits, and other food fixes to assistance it improved daub a $800 billion grocery opportunity.

Last week, as we nosed around a several trademarks that have been purebred by Amazon to see if we could find anything associated to a new messaging app we trust it is operative on, we stumbled on a series of food-related trademarks.

Amazon this month filed a heading (serial series 87517760) for “We do a prep. You be a chef,” that relates to a meal-kit use identical to a kind offering by Blue Apron and others.

The filing is classically Amazon in a opposition boldness: it is antiquated Jul 6 — entrance usually days after Blue Apron’s hilly IPO. Blue Apron is down by 10.4 percent in trade this morning, really tighten to a lowest point.

Amazon describes a use simply: “Prepared food kits stoical of meat, poultry, fish, seafood, fruit and/or and vegetables and also including salsas or seasonings, prepared for cooking and public as a meal; Frozen, prepared, and finished dishes consisting of meat, poultry, fish, seafood, fruit and/or vegetables; fruit salads and unfeeling salads; soups and preparations for creation soups.”

It looks like we are not a usually ones to have beheld this dish pack filing in a final few days.

It turns out that, in fact, association in a final 7 months had purebred during slightest dual other trademarks for somewhat shorter versions of a same dish pack concept. Respectively, sequence numbers 87418923 and 87256976 for “We prep. You cook” and “No-line dish kits,” also describe to food-kit services along with selling associated to them. (We have not nonetheless been means to find a filing for a tangible code name of such a service, or justification of an tangible launch.)

We have asked Amazon to criticism on a trademarks, and we will refurbish this post as we learn more.

In a meantime, a use would line adult with other moves that Amazon has done in food, where it has grown services like smoothness to opposition existing, renouned alternatives. Amazon puts a lot of present vigour into a marketplace when it decides it wants to do something: incumbents have left by a persperate of building a bottom of users with a direct for a product, though once Amazon comes into a game, those incumbents are hard-pressed to contest with their bigger opposition on cost and logistics.

A dish pack use in sold also provides some explanation to rumors we’d been conference that a association had skeleton to build a dish pack clone, a gossip that flush around a time that Blue Apron filed for an IPO and clever with a news about Whole Foods.

But if trademarks tell a kind of story, Blue Apron is not a usually food use that Amazon has been solemnly cooking up.

In all, there are 110 trademarks associated to food filed by Amazon Technologies, with a clever thesis of discerning fixes.

Amazon also has been sensitively building a possess lines of pre-made food directed during people acid for some-more peculiarity ingredients. The association has, for example, around 10 trademarks filed associated to a word “single cow burger”.

To be clear, this is indeed associated to a product Amazon already offers, Wagyu beef burgers done from grass-fed cattle lifted on a plantation in California. “How many cows does it take to make one burger? Thanks to Amazon, usually one,” a association writes in a selling materials. “Our high-quality patties are done from one source and are accessible exclusively on AmazonFresh.”

Looking by Amazon’s food-related trademarks, it feels a small peculiar to see such a jagged volume of filings associated to one singular item, burgers. My theory: this is a contrast belligerent for Amazon, that is examination these burgers to see how it competence enhance this kind of proceed and branding into some-more pre-prepared items. In a future, Amazon would be means to source a wider operation of products some-more easily, interjection to a tenure of Whole Foods, so food (and wine) could be a subsequent limit for Amazon’s enlargement of a own-label products.

This is something that Amazon has already started building but most fanfare. A filing for another trademark, for “Some eat to live. We live to eat,” is a tagline for Wickedly Prime, a new code of break dishes and other prepared directed during foodies that Amazon sensitively launched progressing this year. The operation now facilities tea, chips and soups.

The concentration on things like dish kits, break items, and pre-made food also fits with Amazon’s pull for a demonstrate Prime membership use and ubiquitous concentration on convenience. That ethos is summed adult in several other food-related trademarks a association filed in Dec 2016 for “Grab good food” and “Good food fast.” Serial series 87256879 is quintessentially Amazon, really brief and to a point: it is “Redefining fast.”

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