![]() ![]() The HelloFresh success story is based on its direct-to-consumer business model and its lean and innovative supply chain, Cox told New Food. Because we send pre portioned ingredients, there is also significantly less food waste in our customers’ homes.” How meal kits work behind the scenes “We know what our customers want to order weeks in advance, which allows us to order exactly the right amount of ingredients at our suppliers. “Besides our strong personalisation strategy and the convenience factor of not having to think about what food to buy, HelloFresh also provides a more sustainable way of food consumption,” said Cox. “We have seen an uptake in HelloFresh, but the pandemic accelerated that hugely,” Janet Cox Associate Director Food Safety & Compliance at HelloFresh said during her speech at the Global Food Safety Initiative’s (GFSI) annual conference last month (March 2022).Ĭatching up with Cox following the Barcelona event, she confirmed that minimal food waste is one of the business’ key drivers, along with the ability to enjoy “tried-and-tested recipes at home for good value”.Ĭonvenience, variety and inspiration to try new cuisines, were also cited by Cox as key qualities of HelloFresh. 3 Among these leaders is HelloFresh, a business which witnessed 111.2 percent growth in 2020 during the height of the pandemic, and continued to see success, growing 61.5 percent in 2021. ![]() In fact, according to Grandview Research, key players in this category have witnessed a surge in sales during the pandemic compared to 2019. At the same time, a renewed focus on health turned consumer appetite to meals which are both healthy and easy to make – aspects which many meal kit providers focus their efforts upon. The COVID-19 pandemic also offered meal kit providers with a unique opportunity, as restaurants were forced to close for a period. ![]()
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