HelloFresh Launches Retail Product Line


Meal-kit company HelloFresh recently added to its retail expansion. The brand can now be found in nearly 600 stores, including markets across Long Island, under the Ahold Delhaize brand’s Giant Food and Stop & Shop. The launch introduces delicious, fresh, grab-and-go meal kits to store shelves, ranging from $14.99 to $19.99, with offerings like Peppercorn Steak, Mediterranean Style Chicken, Homestyle Meatloaf, Chickpea Couscous and Paprika Chicken. All meals serve two and take less than 30 minutes to cook.

The brand’s entry into retail comes soon after the company’s acquisition of Green Chef, the USDA-certified organic and certified gluten-free meal kit company that addresses dietary plans like Paleo, Keto and Gluten-Free.

“How we’ve been embraced by retail brands shows the quality product line HelloFresh has brought to market,” said Tobias Hartmann, president for North America at HelloFresh. “HelloFresh strikes a chord with households that want fresh dinners on the table, without artificial ingredients or overly complicated recipes. The addition of retail, a channel well-placed to benefit from the unique data, brand and infrastructure assets we have built out over the years, allows us to better address everyday needs for customers, adding what we view as a highly complementary customer segment.”

HelloFresh expanded its distribution network from five to 11 facilities to minimize travel time and maintain ingredient quality for retailers. The brand also designed unique packaging to optimize shelf space and drive profitable revenue streams for the grocer. The result is a delicious, fresh and convenient dinner option that retail brands have chosen as an essential part to modernizing their customer experience.

“Grocers needed to profitably replace underperforming or low margin product categories and meet their customer demands for chef-curated, fresh and convenient meals,” said Hartmann. “Our retail line reduces the pressure on grocers to create these meals themselves and easily integrates into growing areas of their business such as online grocery and delivery.”

To learn more about HelloFresh, visit www.hellofresh.com.

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