Food subscription startup Blue Apron is capitalizing on consumers' demand for healthy, inexpensive food, but the company has also benefited from a broader trend. 

"Food, I think, is just more fun than it's been in the past," chief executive Matt Salzberg said in a recent roundtable Inc. hosted. "You look at things that are going on with the Food Network and with celebrity chefs and food is a lot more of an aspirational consumer thing than it used to be."

Blue Apron--which sends out ingredients for roughly 800,000 meals per month--didn't just find itself in the right place at the right time. Part of the company's success stems from its strategy of selling more than just food. By involving customers in the process of preparing their own meals, Blue Apron sells a whole experience, according to Salzberg.

"A lot of what we sell is that experience of cooking and being closer to your food and having fun while doing it," Salzberg says. "There's just greater interest than there ever has been before in food."

So far, that rise in interest is translating into healthy revenue. Blue Apron expects its "meal kits" to deliver about $70 million in sales this year.

To hear more about innovation in food products--and what's driving the food revolution--watch the video below.