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HelloFresh offers meal kit subscribers new online marketplace

A leading meal kit provider is expanding its product assortment with an online store.

HelloFresh, which sells meal kit boxes via online subscriptions, as well as partnerships with retailers including Stop & Shop and Giant Food, Giant of Landover, and Walmart, is launching an e-commerce site for its subscribers.

The new HelloFresh Market e-commerce site offers a range of add-on products for HelloFresh meal kit boxes. Items include breakfast options, ready-to-heat meals, fresh produce, snacks, desserts, sides, spice blends, and grocery essentials. In addition to offering pantry and grocery essentials, the site also offers chef-curated bundles such as tortellini or ravioli and marinara sauce, cheese and meats for a charcuterie board, or fully-cooked chicken breasts and salad, all of which can be added to a weekly order. 

HelloFresh Market will introduce new seasonally curated bundles, such as summertime barbecue essentials and special Mother’s Day brunch options, on a regular basis. Customers can have purchases delivered by adding them to their weekly HelloFresh order. The range of offerings will roll out to all customers across the U.S. over the coming months.

The introduction of Market in the U.S. follows a successful launch in the Benelux (Belgium, Netherlands, Luxembourg) 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 site, which the company will look to replicate in the U.S. As a result, HelloFresh is significantly expanding its product range across categories.

According to HelloFresh, the introduction of the new online store is part of its mid-term growth strategy, with a long-term goal of becoming the world’s leading fully integrated food solutions group. While HelloFresh has largely provided dinnertime recipes until now, the company says it also sees opportunities in other meal occasions. 

Brands partnering with HelloFresh Market include Pillsbury, Annie’s, Epicurean Butter, Intelligentsia Coffee, and Vive Wellness Shots. The site will feature rotating assortment of partner brands across product categories. 

“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.”

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