Purple Carrot

Purple Carrot, a vegan meal-kit company based in Boston, now sells its boxes of pre-measured ingredients in local Whole Foods stores, says the Boston Globe — a twist from the meal-kit model of shipping food and recipes to a subscriber's home. "After realizing they're literally getting their lunch stolen by these startups, they [grocers] have begun to look for ways to tap into the public's interest in the trend," the newspaper says.