Aren't meal-kits just plain expensive, compared to shopping at a local grocery store?
I don't think they are interested in competing on price, the value proposition is that they save you time, and the effort of meal planning. But they are pitching themselves as cheaper than eating out, and with at least the illusion the food is healthier (plus a pinch of the IKEA effect since you cooked it yourself).
People who really wish to trade money for time would just eat at restaurants.