NEW YORK, NY - There are many approaches to building brand visibility, and HelloFresh seems to be taking its own. Continuing to eat up a slice of the meal kit and food delivery sectors, the company has launched a new HelloFresh Market format. Offering its fans an exclusive online store, HelloFresh’s offerings now include fresh produce, ready-to-heat meals, and much more.
“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, Chief Executive Officer. “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.”
This recent launch is reportedly part of HelloFresh’s mid-term growth strategy. While HelloFresh has largely provided dinnertime recipes until now, the company also sees opportunities in other meal occasions. The new Market format offers greater value and convenience as a one-stop shop for both curated grocery items and mealtime inspiration.
The introduction of Market in the U.S. follows a successful launch in the Benelux region, where customers can choose from over 150 add-on items to complement their weekly meal kit recipes, a press release explained. 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 Market, which the company will look to replicate in the U.S.
The Market features partnerships with a growing list of high-quality purveyors and is expected to roll out across the U.S. over the coming months.
Will this format attract new HelloFresh fans? Stay tuned for more reports on this company’s growth.
