What is “HelloFresh”, the brand that attracts more and more consumers?
The concept Hello Fresh ? Boxes filled with fresh ingredients, supplied with the recipes. And it’s up to you to prepare homemade dishes: “Order, cook, enjoy.” Hello Fresh », is the concept presented on YouTube, an enticing concept…
Hello Fresh is a home meal delivery brand that offers ready-to-cook meal kits. The company was founded in November 2011 by Dominik Richter, Jessica Nilsson and Thomas Griessel. The head office is in Berlin, Germany. In November 2017, the company went public at a price of EUR 10.25 per share, raising EUR 320 million. With more than 32 million cases shipped in 2022, it has become one of the leaders in the kit meal delivery industry. The concept of Hello Fresh The aim is to simplify the process of preparing food by providing consumers with all the necessary ingredients and detailed recipes directly.
hellofresh already has something to seduce with the simplicity offered to consumers. On the Hellofresh.fr site we explain the steps in three steps:
First, choosing your box: choose “the recipes that make you cook from our selection of +21 new recipes that are on the menu each week.” Also, adjust the size of your box to the number of people and meals what you want to get a box that reflects your image. “. The price of the box decreases according to the number of people and the number of meals chosen during the week (5, 6, 7 euros, etc.).
Then the delivery: “You will receive a box full of fresh ingredients, in the right quantities and with easy-to-understand recipe cards, directly at home every week”. We also assure you of the guarantee of the cold chain throughout the transport of your box with “regular temperature checks during of the entire journey”. A delivery guaranteed anywhere in metropolitan France (*except Corsica, Île-de-Bréhat, Île de Sein, Île-aux-Moines, Île d’Yeu, Île d’Aix). Fresh, high quality Ingredients are therefore pre-measured and delivered to customers’ doorsteps, allowing them to prepare balanced and tasty meals without having to shop or plan meals, for a shipping cost of €5.95/box.
Finally, all you have to do is cook and enjoy: “Amaze your loved ones with delicious recipes that are easy and quick to make.” » It takes about 30 to 40 minutes to prepare a meal.
The concept offers a certain freedom of choice: you personalize your box by specifying the number of people, the number of meals per week and the range of recipes, the most extensive: it’s up to you to choose your preferences from the range with recipes from a vegetarian, family, classic, fish and vegetable, express (“Rapido”), calorie smart and “flexitarian” selection. There are also “premium” recipes for special occasions, recipes from around the world, desserts or even extras to complete the meal. Everything with consumer information so that he can choose his recipes consciously: “All our recipes contain the nutritional values of each ingredient as well as the allergens.” So you can decide for yourself which recipes are right for you. » You choose the day of delivery. Are you not there? “You will be contacted via email or SMS to arrange a new delivery window. »
And the formula also shows flexibility. For those who are wondering about a minimum commitment period, the site also has the answer: the subscription is without obligation and offers this flexibility: thanks to your online account or via the application, you can easily pause your B for a week (or more )”, “(…) You can change, pause or cancel your subscription any week before the deadline indicated above in the “Menu” tab (at 23:59). »
An attractive concept that, in addition to its presentation, also includes an ecological concern and the commitment to “sustainable development”. Hello Fresh values the quality of ingredients, favoring fresh produce and emphasizing partnerships with local producers. This raises concerns among consumers about the origin of the food and its impact on the environment. “We order our ingredients directly from the producer and deliver them to your home. Our cooking boxes contain the right amount of ingredients, which helps to significantly reduce food waste. Because our supply chain is shorter, there is no need to repackage groceries in transit. (…) (Meals Hello Fresh produce 25%* fewer CO2 emissions than the same meals made with supermarket ingredients. » hellofresh it says: “Since 2022 we have set ourselves specific targets for reducing our greenhouse gas emissions. These targets are in line with the goals of the Paris Agreement, which aim to limit global warming to 1.5 degrees. »
In short, the growing popularity of Hello Fresh is explained by several factors. This offers a practical solution for busy people who want to eat home-cooked meals without having to spend time shopping. And it allows consumers to discover new and varied recipes and learn cooking techniques, even if they are not experienced cooks.
Simplicity, freedom, flexibility, shelf life… Could these be the ingredients of a recipe that consumers will relish? … You decide.