HelloFresh broadens access to meal solutions with new retail line
Meal kit provider HelloFresh announced on Monday its retail introduction at 581 Giant Food and Stop & Shop stores.
HelloFresh stated that it plans to partner with more retailers throughout the year, including revitalizing the grab and go aisles for smaller format retail chains.
"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, the company stated. HelloFresh also designed unique packaging to optimize shelf space and drive profitable revenue streams for the grocer.
“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.”
Through its 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 by a broad consumer base, the company stated. 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 suggested retail price 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.
HelloFresh stated that it plans to partner with more retailers throughout the year, including revitalizing the grab and go aisles for smaller format retail chains.
"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, the company stated. HelloFresh also designed unique packaging to optimize shelf space and drive profitable revenue streams for the grocer.
“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.”
Through its 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 by a broad consumer base, the company stated. 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 suggested retail price 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.