Leah McCann Smith | Writer & Editor

Pink is the new black, everyone. Or at least New York mag seems to think so.

In an effort to make some serious cash—we mean change the cooking game—new home-cooking food-delivery service Pink Napkin, the newest food-delivery service to hit millennials’ news feeds via Facebook ads, offers “fresh, delicious, and locally sourced ingredients, packed into one simple box, delivered right to your doorstep in a flash,” offering millennials the Instagram-worthy #foodporn shots they’ve been looking for but just haven’t gotten through number-one competitor food-delivery service Blue Apron.

And here’s the kicker: every ingredient is pink!

Each Pink Napkin box comes with all-pink ingredients precut into little hearts and emojis, plus a pink napkin loaded with a QR code, directing users to Snapchat, Instagram, and Twitter, where they can download an exclusive pink filter to overlay all their iPhone food shots with after prepping and cooking a Pink Napkin meal in “under 30 minutes”—which, by our experience, usually ends up taking just a couple hours! The hashtags #PinkNapkinFTW #success #adult are preloaded in the posts through the QR codes, so if you’re posting any of these photos to Twitter, you pretty much can’t say anything else in the Tweet except for #PinkNapkinFTW #success and #adult, but that’s really all those posts say anyway.

On Thursday, millennials flocked to their Facebook news feeds, redeeming $50-off coupons—or three meals free—to try out the new service.

We’ll see how Pink Napkin fares over time against its approximately 25 home-cooking food-delivery service competitors. For now, it’s happy that its main target audience—females under 26 and men living in Williamsburg, Brooklyn—have caught on.

📷: @bat_gio