HelloFresh expands into groceries
HelloFresh expands into groceries
HelloFresh, a leading meal kit company, launched HelloFresh Market, an online store offering customers a range of add-ons, from quick meals to pantry essentials. The Market gives customers a way to get breakfast options, ready-to-heat meals or everyday items — such as fresh produce, snacks, desserts, sides, spice blends, grocery essentials, and more — delivered to their doorstep simply by adding them to their weekly HelloFresh order. The range of Market offerings will be rolling out to all customers across the U.S. over the coming months.
The introduction of the Market is part of HelloFresh’s mid-term growth strategy, what it hopes will be an important step toward becoming the world’s leading fully integrated food solutions group. While HelloFresh has largely provided dinnertime recipes until now, the company also sees opportunities in other meal occasions. This helps HelloFresh grow transactional spend.
“With the launch of HelloFresh Market, we are excited to offer customers an expanded selection of delicious meal solutions and grocery items that will fit their needs beyond dinnertime, especially at a time when Americans are embracing online grocery services more than ever,” said Uwe Voss, CEO of HelloFresh U.S. “Building an exceptional meal-kit experience over the past 10 years has been key to establishing strong market leadership. Through our state-of-the-art supply chain and technology infrastructure, we will provide superior full-service delivery for all meal occasions, and capture a greater share of our customers’ overall food budget.”
The introduction of Market in the U.S. follows a successful launch in the Benelux region, where customers can choose from over 150 add-on items to complement their weekly meal kit recipes. Within this region, HelloFresh observed a strong link between the size of the product range and the proportion of customers purchasing add-ons through the Market, which the company will look to replicate in the U.S. As a result, HelloFresh is significantly expanding its product range across categories to provide customers with a variety of items tailored to enhance the shopping and cooking experience.
The Market features partnerships with a growing list of high-quality purveyors to offer a rotating assortment of new options. In addition to offering pantry and grocery essentials, customers can choose among chef-curated bundles that make it easy to whip up a quick meal.
