HelloFresh adds private label grocery to meal-kit service

The online meal-kit provider is adding an online market for U.S. shoppers to purchase add-on private brand and branded pantry items, ready-to-heat foods.
Dan Ochwat
Executive Editor
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HelloFresh is taking its delivery meal-kit service to the next level, offering a mix of private label and branded pantry items and more in an online store called HelloFresh Market. Users of the service can purchase add-on grocery items via the market to go with its meal-kit delivery, positioning the service closer to a full-service online grocer.

The New York-based company said the market store includes fresh produce, snack foods, dessert items, packaged spice blends, grocery essentials and ready-to-heat meals. A representative of the company told Store Brands that the new market offerings will include a mix of private label products from HelloFresh as well as partnerships with branded companies such as Intelligentsia Coffee, Annie’s, Vive Wellness Shots, Epicurean Butter and Pillsbury. 

The HelloFresh Market will also include exclusive, chef-curated bundles to make a quick meal such as tortellini or ravioli and marinara sauce, cheese and meats for a charcuterie board, or fully cooked chicken breasts and salad. The meals can be added to the HelloFresh weekly order of its meal-kit service.

Imperfect Foods, an online provider of produce that has been rejected by brick-and-mortar grocers, similarly has instituted a strong private label program to further its reach into online grocery. Store Brands discussed its private label program in a Q&A with its CMO.

For HelloFresh, the online market being introduced in the United States follows a successful launch of the program in the Benelux regions, where customers could select from more than 150 add-on items to complement their meal-kit shopping. 

“With the launch of HelloFresh Market, we are excited to offer customers an expanded selection of delicious meal solutions and grocery items that will fit their needs beyond dinnertime, especially at a time when Americans are embracing online grocery services more than ever,” said Uwe Voss, CEO of HelloFresh U.S. “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 SE is a world leading meal-kit company and operates in the U.S., the United Kingdom, Germany, the Netherlands, Belgium, Luxembourg, Australia, Austria, Switzerland, Canada, New Zealand, Sweden, France, Denmark and Norway. In Q1 2021, HelloFresh delivered 239 million meals and reached close to 7.3 million active customers.