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MarketWatch First Take: Blue Apron IPO to test Wall Street’s appetite for lazy people’s favorite tech startups

Blue Apron Inc., the subscription-based meal-kit delivery company, will test Wall Street’s appetite for unicorn companies that offer monthly services designed for lazy consumers.

New York-based Blue Apron APRN, +0.00% was valued at about $2 billion as a private company and filed its preliminary documents on Thursday to go public, seeking to raise at least $100 million. Blue Apron is a market leader in a very competitive, costly and perishable market: fresh food offered in kits that are prepared by consumers who want to spend less time cooking and shopping.

Blue Apron will be the first company in this overcrowded, on-demand subset of tech startups to go public.

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