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HelloFresh Launches New HelloFresh Market Format for Everyday Essentials; Uwe Voss Shares

HelloFresh Launches New HelloFresh Market Format for Everyday Essentials; Uwe Voss Shares


NEW YORK, NY
Wednesday, July 28th, 2021

Having already established itself as a formidable foodservice partner, meal kit delivery operator HelloFresh is now taking a new approach to driving expansion. Introducing an all-new format, the company has launched HelloFresh Market, an online store offering a range of new meal add-ons. The new options include ready-to-heat meals, snacks, desserts, sides, and much more. The Market offerings are expected to roll out across the U.S. over the coming months.

Uwe Voss, Chief Executive Officer, HelloFresh U.S.“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.

HelloFresh recently introduced the new HelloFresh Market, an online store offering a range of new meal add-ons (Photo credit: Business Wire)

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 like Epicurean Butter, Pillsbury, Intelligentsia Coffee, Annie’s, Vive Wellness Shots, and more. New meal bundles will also feature thoughtfully selected items for seasonal enjoyment or entertainment.

Will HelloFresh’s latest launch create a new trend in the meal kit delivery space? Keep reading DMN for more.

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