HelloFresh to buy organic meal-kit rival Green Chef
HelloFresh has acquired Green Chef, the organic meal-kit startup which is geared towards customers who follow a vegan, gluten-free, Paleo or Keno diet, as it moves to better compete with rival Blue Apron.
The German firm did not disclose the terms of the acquisition but said that the purchase would help drive synergies for operations, logistics and procurement.
Green Chef is the first certified organic and gluten-free meal kit company in the US, and so the deal will help expand HelloFresh’s portfolio and attract a more diverse range of customers.
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The startup prides itself on offering 100% organic dishes, even down to the sauces and dressings it includes in the meal kits, and so the deal will help HelloFresh target more discerning customers.
The Frankfurt-listed company will also gain a new office and production facility in Colorado under the deal.
“Our customers are at the centre of our thinking when it comes to offering great dinner experiences. Green Chef has a groundbreaking approach to its organic menus and will be the perfect addition to HelloFresh’s meal plans,” said Tobias Hartmann, president for North America at HelloFresh.
“HelloFresh will now offer the most customized meal choices to customers and we are excited to welcome Green Chef’s talented team and production resources to HelloFresh.”
In January, HelloFresh said that its preliminary fourth-quarter sales were up by around 59% to $309mn.
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