First launched in 2011 in Berlin, Germany the meal kit delivery service launched in Australia in 2012.
The model is now active in seven markets including the US, UK, Netherlands, and Austria, with investors including Insight Venture Partners, Phenomen Ventures, Rocket Internet, and Vorwerk Direct Selling Ventures.
Last year, Hello Fresh secured $50 million in its fourth round of funding from US-based venture capital firm, Insight Venture Partners, taking its total to more than $120 million over the past four years.
HelloFresh Australia is headed by Tom Rutledge and delivers weekly meal kits including recipes and ingredients to customers. An entry level kit priced at $64 for three meals for two people.
HelloFresh plans to invest the new funding on further enhancing the customer experience through key initiatives such as increasing flexibility for its customers and further integrating its supply chain.
Rutledge said HelloFresh aims to become the leading brand in the grocery and meal delivery category and already serves customers across the eastern half of the country.
“Our focus over the last six months has been to rapidly expand our operations, in order to make fuss- free and delicious home-cooked meals accessible to more people more often.
“We love that our product allows customers healthy dinner options and affords the opportunity of quality time around the dinner table. The knowledge of this convenience and enjoyment is extremely motivating for the team and drives us all to take the company to the next level,” Rutledge said.