“How we’ve been embraced by retail brands shows the quality product line HelloFresh has brought to market,” said Tobias Hartmann, President for North America at HelloFresh. “HelloFresh strikes a chord with households that want fresh dinners on the table, without artificial ingredients or overly complicated recipes. The addition of retail, a channel well-placed to benefit from the unique data, brand and infrastructure assets we have built out over the years, allows us to better address the everyday needs for even more customers, adding what we view as a highly complementary customer segment.”
HelloFresh expanded its distribution network from five to 11 facilities to minimize travel time and maintain ingredient quality for retailers. HelloFresh also designed unique packaging to optimize shelf space and drive profitable revenue streams for the grocer. The result is a delicious, fresh and convenient dinner option that retail brands have chosen as an essential part to modernizing their customer experience.
“Grocers needed to profitably replace underperforming or low margin product categories and meet their customer demands for chef-curated, fresh and convenient meals,” said Hartmann. “Our retail line reduces the pressure on grocers to create these meals themselves and easily integrates into growing areas of their business such as online grocery and delivery.”
With the success of our online business, HelloFresh collects more than 60,000 U.S. customer data points per week. What results from these insights are recipes delivered to retail that are endorsed as delicious by a broad consumer base. HelloFresh’s retail offering includes choices like Peppercorn Steak, Mediterranean Style Chicken, Homestyle Meatloaf, Chickpea Couscous, and Paprika Chicken, ranging from $14.99 to $19.99 (MSRP) and take less than 30 minutes to cook.
HelloFresh's entry into retail marks the company’s next effort to reach a new, complementary audience, fast-following the company's recent acquisition of Green Chef, a Boulder-based meal kit brand that offers USDA-certified organic ingredients and addresses dietary plans like Paleo and Keto, and allergen challenges with gluten-free plans.