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Business Insider

An unlikely company is building a Blue Apron killer in the $5 billion battle for your dinner

Published Nov 01, 2016

“Williams-Sonoma is getting into the meal-kit business.

The cookware company is partnering with San Francisco startup Sun Basket to offer organic, non-GMO meal kits bundled with Williams-Sonoma kitchen tools.

‘It’s a really exciting partnership for us,’ [said Sun Basket CEO Adam Zbar] in an interview with Business Insider. ‘It helps elevate our brand and take it to a national audience.’”