In December 2020, HelloFresh announced its ambition to scale its business significantly over the next few years during its Capital Markets Day. 

The company’s growth strategy consists of three main growth levers that will enable it to continue on its strong growth trajectory in the coming years. These include:

• Focusing on growing the core business and increasing the penetration in all existing markets

• Launching new geographies and bringing the US-only brands Green Chef, Every Plate and Factor into new markets in the International Segment 

• Providing more value to consumers by broadening its assortment to other product categories and previously non-penetrated meal occasions such as Lunch and Breakfast 

As a next step within this strategy, HelloFresh is excited to welcome Green Chef to the UK. Acquired by HelloFresh in 2018 in the US, Green Chef offers a variety of meal kit plans to cater to different lifestyles and dietary preferences: from keto, vegan, and vegetarian, to lower carb, and balanced. In the US the brand has since been scaled up to be America’s number one sustainable meal kit.

With the UK being one of HelloFresh’s most developed international markets where consumers have shown a strong interest in special diets, healthy lifestyles and dietary preferences, Green Chef’s value proposition provides the perfect opportunity to target distinct customer segments. 

The move will help cement our market dominance in the UK by appealing to an even wider pool of prospective customers and to reach those in the UK who are currently not catered for through HelloFresh’s current offering. It follows the launch of EveryPlate - HelloFresh’s value brand - in Australia, just last year.

Targeting the health-savvy UK consumer

The Green Chef brand and products, including recipes and diet plans, have been tailored for the health-savvy UK consumer. Going forward, it will offer health conscious consumers greater variety, convenience, and peace of mind. All of Green Chef's recipes are created by a team of trained chefs and registered nutritionists with a big focus on flavour, quality ingredients and variety to create inspiration for every dish. The launch comes at a time when 45% of Brits reveal they struggle to stick to healthy eating plans for more than 2 weeks, due to lack of motivation, lack of inspiration, and it simply being no fun.

On the supply side, existing HelloFresh relationships with suppliers, production, and logistics partners will be leveraged to help ensure the high quality service our customers expect. 

We’re excited to welcome Green Chef to our family in the UK.