Mark Bittman, cookbook author and former New York Times columnist, is joining the Purple Carrot, one of the many new meal kit delivery services that have sprung up over the last several years.

“We’ll be presenting a new website, incorporating Mark and a new image and language he’s helped develop,” said Andrew Levitt, founder and chief executive of the Purple Carrot. “We’ll also be starting a subscription-based business, where we currently are pay as you go.”

The company, which was started in October 2014, will also begin offering meal kits to make dinner for two, in addition to the four-person kits it currently makes. And it will begin delivering meal kits on the West Coast. Until now, it has been primarily focused in the Northeast.

The Purple Carrot is a vegan version of subscription meal kit services like Plated, Blue Apron, Green Chef and HelloFresh. Mr. Bittman will be involved in helping the company develop menus, as well as writing for its website, doing online chats on Twitter and other social media sites, and taking on other roles as the “face” of the business.