Building a resilient and future-proof business

When we founded HelloFresh back in 2011 our mission from day one was to change the way people eat forever. We wanted to disrupt the traditional ways of how people thought about buying and cooking food, so we started to develop a solution that was quick and easy yet healthy, flexible but consistent and most importantly online but fresh.

Now, 11 years later, HelloFresh and our direct-to-consumer, subscription based business model are at the cusp of a digital revolution in the food industry. Slowly but surely we are starting to see developments that other categories such as fashion or interior have already experienced years ago.?

What the past years have also shown us is that, now, more than ever, it is important to be agile, flexible and have the ability to quickly adapt to ever changing consumer habits. As a business leader I am always thinking about - how can we become even more relevant to our existing customers and address an even larger market all while consistently improving our service levels and maintaining healthy levels of profitability?

How our multi-tier brand strategy helps solve problems

Our mid-term growth ambition is to become the world's leading fully integrated food solutions group - offering customers convenient, price-competitive and tasty solutions for every meal of the day. Diversifying our brand portfolio and expanding our business to capture additional customer segments is key to our growth strategy and we see a lot of upside from expanding our offering.

What started with just HelloFresh, has now developed into a multi-tier brand strategy, meaning that under the HelloFresh Group umbrella, we now operate HelloFresh, EveryPlate, Green Chef, Chefs Plate, Factor and YouFoodz - and there are more brands to come. With the current brands in our portfolio, we are targeting an even broader variety of customer segments, from EveryPlate and Chefs Plate for the more budget conscious customers to Green Chef for more health conscious consumers. We’ve recently brought Green Chef to the UK and to the Benelux, and Every Plate to Australia and we are continuously looking into further opportunities to internationalize these brands.

Factor and Youfoodz are ready-to-eat (RTE) brands and therefore the USP is slightly different from the core HelloFresh offering. Factor offers customers chef-prepared, dietitian-approved meals delivered directly to their doorsteps. Factor, our US-based RTE brand, has seen stellar growth over the past years and is now the leading RTE brand in the US with a compounded annual revenue growth of more than 100% since the acquisition in November 2020. The brand is expanding rapidly with more meals on the menu, more flexibility and we are also looking into launching new distribution centers across the US. RTE remains a really compelling opportunity for us and internationalization of this exciting brand is top of our list. We recently launched Factor in Canada and are looking into how we can bring the brand to additional HelloFresh markets in the near future.?

At HelloFresh we see many more opportunities to launch new brands and new products in the direct-to-consumer space, providing customers an ever expanding variety of choice and step by step forging our path to becoming the world’s leading fully integrated food solutions group.

We look optimistically to 2023 and towards the many product innovations that we kicked off last year and that will continue to flourish next year, making our product more attractive to consumers and offering them better value for money. More specifically we are investing into strengthening our customer proposition by investing into faster delivery, a broader assortment of meals as well as adjacent products on our weekly menus, all at very competitive price points.