In our weekly look into the world of business, Eve Lakin from our Corporate and Commercial team, takes a look at Amazon’s most recent retail project…

In an effort to cement its presence in the meal kit market, Amazon has trademarked a meal kit service with the slogan “We do the prep. You be the chef”.  The online giant’s latest venture demonstrates consumers’ increasing appetite for speedy sustenance.

Amazon already sells meal kits provided by third parties and has been experimenting with its own fresh meal boxes since 2007. Existing meal kit providers such as Blue Apron and HelloFresh have proven popular with cash-rich, time-poor post-millennials.

The growing popularity of meal kits indicates the importance of speed and convenience to the modern consumer.