>> Investors are far from gobbling up Blue Apron shares Thursday, making for a muted stock market debut for the biggest US meal kit delivery company. The stock barely getting the customary post IPO opening pop, following an underwhelming public offering of $10 a share. Investors not willing to push up the stock price as Blue Apron faces the biggest potential challenger of it's young life.
Amazon, expected to shake up the industry with a $13.7 billion purchase of Whole Foods. Blue Apron is also losing money. Spending heavily to beef up it's distribution network and on marketing to acquire customers in a new business that already has at least half a dozen competitors. With a starting market valuation under $2 billion, Blue Apron is being valued less than it was during its last private fundraising two years ago.