Blue Apron, which ships boxes of raw food to subscriber's doorsteps, wants to start selling its meal kits in stores.
The shift comes as more grocers get into the meal-kit business. Walmart, for example, is expanding its easy-to-make dinners in more than 2,000 of its stores.
New York-based Blue Apron confirmed plans of an in-store rollout, but declined to provide details. The move was first reported by The Wall Street Journal.
Blue Apron Holdings Inc., which charges about $10 a meal, has struggled since it went public in June. Its stock price is down 77 percent since then, and it reported a 15 percent drop in subscribers in its last quarter.
On Thursday morning, its stock rose 6 percent to $2.29.