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08/29/2022

HelloFresh undergoes data-driven enterprise transformation

Dan Berthiaume
Senior Editor, Technology
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HelloFresh is deploying Informatica data management solutions.

A leading meal kit provider is leveraging data management technology to improve forecasting and scale operations to meet consumer demand.

HelloFresh is deploying Informatica data management solutions to improve its use of data and manage data as a strategic asset. Having seen exponential growth since going public in 2017, including the acquisition of Greenchef, Youfoodz, and Factor; and operating in 17 countries as of the first quarter of 2022, HelloFresh embarked on a companywide initiative to shift how data is managed across the enterprise.

As part of its growth strategy, the company has doubled its global technology department in size in the past two years, and now employs almost 1,000 engineers, designers, data engineers, data scientists, product managers, and analysts. Utilizing the Informatica Enterprise Data Catalog, HelloFresh first increased data transparency for this team.

Since then, the company has also implemented Informatica Axon Data Governance solutions to increase its ability to deliver relevant data to users across the enterprise. HelloFresh bases all business decisions, including in product development, on the analysis of millions of data points. In general, HelloFresh is moving away from spreadsheets and toward embedding data directly into business operations.

“Data is HelloFresh’s most precious resource and, working with Informatica, we’ve been able to serve it up as a strategic asset to teams across the business, who use it to accelerate our mission to change the way people eat,” said David Castro-Gavino, global VP, data at HelloFresh. “By empowering our teams with access to the right data at the right time and the knowhow to use it, we can continue to offer customers fresh, healthy, affordable meals tailored to their tastes.”

“HelloFresh is a fantastic example of an intelligent data enterprise – harnessing data as a strategic asset to fuel innovation, improve customer service and drive impressive growth,” said Jitesh Ghai, chief product officer, Informatica. “We look forward to working together as they continue their data-driven journey, democratizing data at scale across the business to foster fast-paced innovation.”

HelloFresh offers online marketplace

Other digital innovation steps by HelloFresh include the summer 2021 launch of an e-commerce site for its subscribers. The HelloFresh Market e-commerce site offers a range of add-on products for HelloFresh meal kit boxes. 

According to HelloFresh, the introduction of the 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. 

The introduction of HelloFresh Market in the U.S. followed a successful launch in the Benelux (Belgium, Netherlands, Luxembourg) region.

HelloFresh SE is a global food solutions group and a leading international meal kit company. The HelloFresh Group consists of six brands that provide customers with food and recipes for different meal occasions. The company was founded in Berlin in November 2011 and operates in the U.S., the U.K., Germany, the Netherlands, Belgium, Luxembourg, Australia, Austria, Switzerland, Canada, New Zealand, Sweden, France, Denmark, Norway, Italy, and Japan.