There’s a simple explanation: Millennials just aren’t that into it. And those who don’t want to pay for Blue Apron try to game the system by signing up for a first free meal and never registering for a subscription. It seems like the product is simultaneously too much and too little effort.

Instead, business consultant Brittain Ladd told MarketWatch that consumers are scrapping meal kit services in favor of healthy, ready-to-eat dinners, which provide a similar sense of health consciousness without the cooking.

Read the full article on the Washington Examiner.