HelloFresh launches online marketplace for everyday food essentials
Offered as an 'add-on' option to consumers' weekly HelloFresh order, HelloFresh Market sells a range of breakfast options, ready-to-heat meals, and everyday food items such as fresh produce, snacks, desserts, sides, spice blends, and grocery essentials delivered directly to consumers' homes.
The company's full range of offerings will be rolling out to all customers across the US over the coming months and features partnerships with several brands including Epicurean Butter, Pillsbury, Intelligentsia Coffee, Annie’s, and Vive Wellness Shots.
The launch of HelloFresh Market is part of the meal kit company's mid-term growth strategy which includes extensions into other meal occasions beyond dinner helping to growth its customer base and transactional spend "at a time when Americans are embracing online grocery services more than ever,” said Uwe Voss, CEO of HelloFresh US.
“Building an exceptional meal-kit experience over the past 10 years has been key to establishing strong market leadership. Through our state-of-the-art supply chain and technology infrastructure, we will provide superior full-service delivery for all meal occasions, and capture a greater share of our customers’ overall food budget."
HelloFresh successfully rolled out its online market concept in Belgium and Luxembourg where the company observed a strong link between the size of the product range and the proportion of customers purchasing add-ons through the Market, which the company will look to replicate in the US.