HelloFresh, the namesake organization of the HelloFresh Group, is a German-held company founded in 2011. Today, it's one of the most popular meal kit delivery services in the world, serving over one billion meals in 2022.

HelloFresh's business model is to prepare the ingredients needed for a meal, and deliver them to customers, who must then cook the meal using recipe cards, which can take around 30–40 minutes. It generally provides about three two-person meals a week for about $60 to $70. It offers a choice from about 19 recipes.

HelloFresh is known for its focus on convenience and variety, offering a wide range of recipes and flexible subscription options to meet the needs of different types of customers.

Biggest pros and cons

Our business model In all our active markets, we aim to provide every household with wholesome, homemade meals – no shopping and no hassle. Everything required for delicious meals is carefully planned, carefully sourced and delivered to the front door of each customer at the time most convenient for them.

HelloFresh's business model and the development of how consumers think about food go hand in hand. HelloFresh started out with just a few dozen employees with high ambitions. We put a strong focus on innovation, technology, and a data-driven decision-making culture, and this has proven key to our success.

Convenience, variety and inspiration to try new cuisines, were also cited by Cox as key qualities of HelloFresh. “Besides our strong personalisation strategy and the convenience factor of not having to think about what food to buy, HelloFresh also provides a more sustainable way of food consumption,” said Cox.

Each meal kit contains everything you need so you can skip the trip to the grocery store. On top of that, you also get to save some serious money. How much money? A HelloFresh meal is $7.49 a person, versus grocery stores at $9.74 per person and restaurants at $34.60 per person.

HelloFresh can be healthy, if you choose the right meals and sometimes make substitutions. For healthy meal options, try HelloFresh's "Veggie" and "Fit & Wholesome" plans. From our experience and research here at Food Box HQ, it is not the healthiest meal kit available.

We're committed to helping eliminate food waste, fight climate change, and innovate sustainable packaging - but our efforts extend beyond the environment.

The company's audience is 80% women, primarily between the ages of 30 and 50. With that in mind, HelloFresh's influencer marketing campaigns are designed to target busy moms and young professionals who care about health and nutrition.

Cons

• may not be as convenient as meal delivery services that eliminate the need to cook.
• no exclusively gluten- or allergen-free meal options.
• not ideal for some diets, including keto, paleo, and vegan.
• some meals could use more vegetables or offer a greater variety of flavors or textures.