As part of the ongoing trend of blurring the lines between meal kits, restaurants and grocery stores, HelloFresh is now offering prepared meals and pantry items as add ons in the United States. The company sells fresh produce, snacks, desserts, sides dishes, spice blends and grocery items.
“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,” HelloFresh U.S. CEO Uwe Voss said. “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.”
HelloFresh said the new service is part of the company’s plans to become “the world’s leading fully integrated food solutions group.” The statement continued, “While HelloFresh has largely provided dinnertime recipes until now, the company also sees opportunities in other meal occasions.”
Restaurants and grocery stores offer meal kits, so it makes sense that HelloFresh would move into the prepared meals and consumer products space. Competition in the meal kits market is increasingly competitive as more specialty companies have moved into meals kits in recent years to cater to specialized diets. As a result, diversification is the key in the food industry.
HelloFresh launched the market in concept in Europe previously. With the launch, the company observed a strong link between the size of the product range and the proportion of customers purchasing add-ons through the market. 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.
For the product line, HelloFresh has partnered with Epicurean Butter, Pillsbury, Intelligentsia Coffee, Annie’s and Vive Wellness Shots.