I'm not surprised Blue Apron is failing -- I keep looking at the menus, and there's never more than two meals on offer that I can/want to eat. (Vegetables, including broccoli and kale, in the cabbage family make me very sick, and they're almost omnipresent. Cheap, I suppose.) FreshDirect also offers meal kits, but at ludicrous prices. They have a faux Hamburger Helper kit for $40 for four servings. Get a pound of hamburger and an actual box of Helper and serve four for $10.
ETA: What I find odd is that these "kits" are just shopping with a huge surcharge. The produce isn't even washed, let alone chopped. I don't really get it.