I went to your website before reading this, because I like things like Blue Apron, and I like desert, and I had the exact same reaction as all of your other customers: it's just too expensive.

I feel like I would be your target market: in theory, I enjoy cooking and baking, but I never do much.

Have you considered repackaging your product as a "mail order pastry course"? I feel like I would be more likely to pay more if this is framed as "learn a new skill" than "here's a kit that makes delicious pastries".