From now on, American HelloFresh customers can add a range of basic products to their meal package. This is not a first: the service already exists in the Benelux.
Start with 150 products
The introduction of the “HelloFresh Market” is part of the company’s medium-term growth strategy, which aims to transform the meal box company into a broader food solutions group. “We hope to take customers to other meal occasions”, HelloFresh USA CEO Uwe Voss told Winsight Grocery Business. “We don’t have an option for you if you want a solution for lunch, breakfast or complements to dinner such as sides, soups and salads. We know customers are interested in this.”
The new concept has already been successfully implemented in the Benelux, where customers are able to choose from 150 products to supplement their meal box. HelloFresh wants to significantly expand that product range across various categories: “Our end game isn’t 150 items. We see growing to 1,000 to 2,000 SKUs over time”, Voss said.
