Imagine spotting a recipe going viral on TikTok and then opening your HelloFresh app to find it already on your weekly menu. That vision is quickly becoming a reality for HelloFresh customers. Our newly launched AI-powered recipe card creation tool reduces production time from several weeks, or even months, to just a few hours, enabling our culinary teams to bring innovative dishes to life faster than ever before. 

AI-Driven Productivity Fuels Culinary Innovation

Since HelloFresh was founded in 2011, millions of customers have gained confidence in the kitchen with the help of our recipe cards thanks to their step-by-step instructions and vivid dish photography. Our culinary experts have always been quick to develop new recipes, drawing on food trends, a deep understanding of the HelloFresh taste profile, and our commitment to premium quality.

The creation of fully designed, print-ready recipe cards was a time-intensive step in our workflow, often requiring weeks of detailed production work. With our newly developed in-house GenAI tool, we have streamlined this process by automating many of the intricate production and layout tasks. This shift allows our talented people to dedicate their expertise to deeper culinary innovation and to applying crucial refinements based on customer feedback, resulting in faster development cycles and a noticeably enhanced cooking experience for our customers.

Importantly, every dish remains fundamentally human-crafted, ensuring that each recipe reflects the premium quality, exceptional flavor, and trusted taste our customers expect. By expanding our teams’ capacity for innovation, this partnership between craft and technology accelerates culinary development and brings an even broader variety of global cuisines and trending recipes to customers’ homes each week.

HelloFresh customers in the US are already receiving the first recipe cards produced with this AI-supported system, with a global rollout planned by the end of Q1 2026.

15,000 Recipes and 14 Years of Feedback: HelloFresh’s AI Advantage

HelloFresh has invested in AI and machine learning across the entire customer journey for more than eight years. But our strongest competitive advantage lies in something few companies have: a uniquely rich database of 15,000 recipes and 14 years of customer taste preferences collected across 18 markets.

“This extensive dataset is the perfect foundation for our own GenAI system. While many companies use off-the-shelf AI tools, far fewer are able to build proprietary GenAI solutions that meaningfully boost productivity and ultimately deliver an even better product experience,” said Assaf Ronen, Group President and CEO of HelloFresh US. “This technology lets us move at the pace of our customers’ tastes. With AI accelerating recipe card production, we can react to trends in real time and deliver fresher, more inspiring menus every single week.”