The convenience food market has grown exponentially since the adoption of meal kit services. HelloFresh, a popular meal delivery brand, has announced the launch of HelloFresh Market—an online store that allows customers to add or change the food that they receive on a subscription basis.
The HelloFresh Market will roll out across the US within the next month and will provide customers with a convenient way to purchase ready-to-heat meals as well as everyday food items, including fresh produce, snacks, desserts, and sides. Previously the company has provided customers with food delivery packages containing ingredients based on their menu choices.
‘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’, says Uwe Voss, CEO of HelloFresh US. ‘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’.
Enhancing the Food Experience
The establishment of the HelloFresh Market in the US follows a successful implementation in the Benelux region—Belgium, Netherlands and Luxembourg. Customers in the region were given access to a choice of 150 items to add to their meal kit recipes. The company found there was a direct correlation between the increase in the number of add-on purchases and the addition of more products to the range.
The result of the launch in the Benelux region has provided the company with important information, which it hopes to replicate upon expansion to the US. HelloFresh will also work to provide more products to enhance the shopping and cooking experience, including offerings like chef-curated bundles that allow for quick, professional meal preparation.