With Kroger, they have supply-demand uncertainty plus store-level fracturing. The advantage Blue Apron has over Kroger is better predictability of usage and demand pooling. I think this means more spoilage/waste for Kroger, and hence higher required margins for feasibility.
Kroger has these in the U.S. Probably some other chains, too.
I was surprised by how little food you get, and how expensive the Kroger kits are. I expected them to be a cheaper alternative to Blue Apron, but they're about the same price. And at least Blue Apron and its competitors deliver to my door. I have to stop at the supermarket for the store-brand knock-offs.