HELLOFRESH IS TAKING OVER THE WORLD

INTERVIEW

More and more consumers are finding their way to meal kits. And most of these new people find their way to HelloFresh. What is it that makes this company stand out to today’s consumer? The facts, figures, and philosophy behind a growing global brand and the influence of COVID-19 on their business.


 Joost Scholten  Sander van der Meij

Offline: This content can only be displayed when online.

  3 min

"The story about the world's most popular meal kit service"

HelloFresh began its life in Germany in 2011. In 2012 they expanded their business to four other European countries and in 2013 they crossed the pond and entered the American market. Nowadays, the service is available in fourteen different countries.

How it works:
you choose a recipe through the website. Then you get sent a box containing all the ingredients and a step-by-step guide to preparing your chosen recipe. The ingredients are measured out to the number of people you indicated in your order. The only thing left to do is cook. In 2019 HelloFresh provided fresh ingredients and recipes to 2.4 million customers worldwide. Customers have the choice from a wide array of different recipes. It’s also possible to plan your meals several weeks ahead, or to pause the service during a holiday away from home, for example.


In previous interviews, Dominik Richter, one of the founders of HelloFresh, explains how HelloFresh evolved from a logistic operation to a personalised meal delivery service.

“We wanted to make cooking at home as accessible and easy as possible. It started with a simple box of recipes and portioned out produce. We were serving a niche back then.”

“As time went on we started hearing feedback from customers that wanted a choice of different diets, and that it was important to them to be able to order meals that accounted for prep time, age, and household composition. We innovated and personalized and are now able to offer different meals made in different ways. In price, offering, and portioning. Our goal is that regardless of your diet, your budget, or the amount of people you cook for, we have a plan that works for you.”

Developing an idea

The facts and figures behind HelloFresh

HelloFresh works together with local suppliers in fourteen countries; The US, UK, France, Germany, Netherlands, Belgium, Luxembourg, Austria, Switzerland, Australia, Canada, New Zealand, Denmark and Sweden.

HelloFresh has offices in eight cities and employs over 7,000 people.

HelloFresh was founded in Berlin in November 2011, and has been listed on the Frankfurt Stock Exchange since 2017.

The company delivered over 280 million meals in 2019.

The HelloFresh  has over 4 million active users worldwide. Which makes it the most popular meal kit service in the world.

Net revenue for 2019 was 1.8 billion euros. ($2,1 billion)

During the global pandemic many customers prefer to avoid the supermarket. Good news for HelloFresh. In the second quarter of 2020 the number of orders grew by 103 percent compared to the same period in 2019.

This monumental growth in orders was reflected in the revenue numbers. Revenue grew by 123 percent compared to the same period last year. From 435.7 million euros in the second quarter of 2019 to 972,1 million euros in the same period this year.

HelloFresh meal kits in times of COVID-19

HelloFresh is taking over the world

HelloFresh is taking over the world

Offline: This content can only be displayed when online.

  3 min

"The story about the world's most popular meal kit service"

More and more consumers are finding their way to meal kits. And most of these new people find their way to HelloFresh. What is it that makes this company stand out to today’s consumer? The facts, figures, and philosophy behind a growing global brand and the influence of COVID-19 on their business.


 Joost Scholten  Sander van der Meij

HelloFresh began its life in Germany in 2011. In 2012 they expanded their business to four other European countries and in 2013 they crossed the pond and entered the American market. Nowadays, the service is available in fourteen different countries.

How it works:
you choose a recipe through the website. Then you get sent a box containing all the ingredients and a step-by-step guide to preparing your chosen recipe. The ingredients are measured out to the number of people you indicated in your order. The only thing left to do is cook. In 2019 HelloFresh provided fresh ingredients and recipes to 2.4 million customers worldwide. Customers have the choice from a wide array of different recipes. It’s also possible to plan your meals several weeks ahead, or to pause the service during a holiday away from home, for example.


In previous interviews, Dominik Richter, one of the founders of HelloFresh, explains how HelloFresh evolved from a logistic operation to a personalised meal delivery service.

“We wanted to make cooking at home as accessible and easy as possible. It started with a simple box of recipes and portioned out produce. We were serving a niche back then.”

“As time went on we started hearing feedback from customers that wanted a choice of different diets, and that it was important to them to be able to order meals that accounted for prep time, age, and household composition. We innovated and personalized and are now able to offer different meals made in different ways. In price, offering, and portioning. Our goal is that regardless of your diet, your budget, or the amount of people you cook for, we have a plan that works for you.”

Developing an idea

HelloFresh works together with local suppliers in fourteen countries; The US, UK, France, Germany, Netherlands, Belgium, Luxembourg, Austria, Switzerland, Australia, Canada, New Zealand, Denmark and Sweden.

HelloFresh has offices in eight cities and employs over 7,000 people.

HelloFresh was founded in Berlin in November 2011, and has been listed on the Frankfurt Stock Exchange since 2017.

The company delivered over 280 million meals in 2019.

The HelloFresh  has over 4 million active users worldwide. Which makes it the most popular meal kit service in the world.

Net revenue for 2019 was 1.8 billion euros. ($2,1 billion)

During the global pandemic many customers prefer to avoid the supermarket. Good news for HelloFresh. In the second quarter of 2020 the number of orders grew by 103 percent compared to the same period in 2019.

This monumental growth in orders was reflected in the revenue numbers. Revenue grew by 123 percent compared to the same period last year. From 435.7 million euros in the second quarter of 2019 to 972,1 million euros in the same period this year.

HelloFresh meal kits in times of COVID-19

HelloFresh is taking over the world

HelloFresh is taking over the world

Overview magazines

Food Inspiration Magazine is the online magazine for foodservice professionals in search of inspiration and innovation. With the magazine we collect, enrich and spread inspiration. The free subscription magazine is published eight times per year and is an abundant source of inspiration for food and hospitality professionals. Our readers can be found in the U.S., Northern Europe, Latin America and Asia.
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