“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 the everyday needs for even more customers, adding what we view as a highly complementary customer segment.”
HelloFresh retail meal kits take fewer than 30 minutes to cook and are available in such varieties as peppercorn steak, Mediterranean style chicken, homestyle meatloaf, chickpea couscous and paprika chicken.
“Grocers needed to profitably replace underperforming or low margin product categories and meet their customer demands for chef-curated, fresh and convenient meals,” Hartmann said. “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.”
HelloFresh is the latest in a long line of meal kit delivery companies rushing into retail. In May, The Kroger Co. agreed to acquire Home Chef, which will make Home Chef meal kits available in Kroger stores. Also in May, meal kit company Chef’d partnered with Smithfield Foods Inc. to bring its meal kits to grocery stores nationwide, including Costco, Hy-Vee, Harris Teeter, Tops, Weis and Gelson’s Markets. In March, Walmart debuted its own meal kit offerings and Blue Apron Holdings, Inc. announced plans to begin selling prepared meal kits at retail. In November 2017, Supervalu Inc. launched a new line of Quick & Easy meal kits, and in September 2017, Albertsons Companies Inc. acquired Plated, a New York-based meal kit service.