NEW YORK CITY, NY - HelloFresh announced a major menu transformation aimed at empowering every household to discover the love of home cooking. Whether it's a craving for globally inspired flavors, a need for quick weeknight solutions, or a focus on nutrition with fresh seasonal vegetables or high-protein options, the revamped menu is crafted to fit seamlessly into the home cook’s tastes and preferences. This marks the beginning of the new HelloFresh, with an expanded variety of culinary offerings, bigger portions, and more ways to customize, making dinner easier, more exciting, and more delicious than ever.
“Driven by our direct customer feedback and current industry trends, HelloFresh is making our biggest product investment to date, with enhancements across quality, variety, and the overall mealtime experience,” said Assaf Ronen, President & CEO, HelloFresh North America, in the recent release. “As consumer habits and expectations evolve, this transformation reflects our commitment to meeting the changing needs of the modern household. This evolution brings more enjoyment and excitement to home cooking by making it easier than ever to cook delicious meals any day of the week—and it’s just the beginning. With more than double the amount of new recipes launching each week, including restaurant-quality ingredients and bold global flavors, our pace of innovation is only accelerating.”
Significantly expanded menu features increased variety, flavors, health-forward options, and personalization
Driven by the belief that dinnertime should be anything but boring, HelloFresh is transforming the home cooking experience by doubling its offerings to more than 100 weekly menu options. Customers can choose among a broader selection of global dishes and flavor profiles, try different cooking techniques, dabble in the latest cooking trends, choose from personalized meal options, or simply enjoy the comfort foods they crave. A key part of this includes:
- Higher quality ingredients and bigger portions: In response to customer feedback, HelloFresh is bringing larger portions to each plate as well as offering higher quality proteins as part of its core menu offerings. This includes tripling the amount of seafood offered each week, such as sustainably-sourced salmon, shrimp, barramundi, and cobia, along with various cuts of steak, and increasing chicken portions. In addition, HelloFresh is introducing new proteins to its menu, including lamb chops and whole chicken thighs, along with premium steak cuts such as grass-fed ribeye.
- A fresher focus on health & wellness: According to HelloFresh's customer base, 91% report feeling healthier with their subscription. This aligns with the more than 80% of Americans who say health is their top motivation for cooking more at home in the year ahead — a trend that’s driving HelloFresh to introduce even more Low Calorie (under 650 calories per serving) and High Protein meals (over 30g of protein per serving). In addition, HelloFresh is helping customers get their fill of veggies with new Veggie Packed recipes that feature at least two vegetable varieties per recipe and more plant-based recipes. Customers can now enjoy exciting new seasonal produce integrated into their meals like artichokes, radishes, seasonal squash varieties, graffiti eggplant and leeks, along with ingredients like nutritional yeasts and sides like kimchi, shishito peppers, and purple sweet potatoes.
- Convenience offerings: Recognizing that many consumers are time-constrained, especially on weeknights, each weekly menu now includes over 25 new Quick & Easy meal options, including a wide variety of solutions like no-prep Heat & Eat meals that are ready in 3 minutes, one-pan recipes with minimal clean-up, and convenient prep-and-bake dishes. These low-effort meals offer delicious dinner options without the stress or time commitment.
- Smarter, more personalized choices: By using AI and machine learning, HelloFresh now offers customers personalized meal recommendations for a more engaging and seamless experience. From swapping proteins or sides to adding desserts or appetizers, customers have more flexibility than ever to curate a box that fits their tastes and lifestyle.
“We’re introducing so many new, flavorful recipes that excite the palate and make cooking enjoyable and easy. Whether it’s burgers topped with fresh peaches and BBQ sauce served with a fresh side salad, steak skewers with shishito peppers, hearty vegetarian pulled mushroom bulgogi rice bowls, or tender curry-roasted half chicken with potatoes, our revamped menu offers so many customizable options,” said Kristin Bryan, Executive Chef & Head of Culinary Innovation at HelloFresh. “Our culinary team is committed to continually raising the bar, with even more bold flavors, seasonal ingredients, and inventive recipes coming in the months ahead.”
See the full release here.
