HelloFresh targets families
First launched in 2011 in Berlin, Germany the recipe box service service launched in Australia in 2012. The model is now active in seven markets including the US, UK, Netherlands, and Austria.
In Australia, HelloFresh 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. Its newly launched Family Box is priced at $139.
“At HelloFresh, we are not just about making it easy to cook tasty and healthy food at home, but we also strive to educate you to help make clean eating a way of life for you and your family. And when it comes to education, the earlier you start the better,” Tom Rutledge, CEO and founder HelloFresh Australia, said.
“We hope the easy to follow recipes will encourage children to give you a helping hand in the kitchen from a very young age and take them from ‘apprentices’ to ‘masterchefs’ in just a few weeks,” Rutledge said.
In July this year, HelloFresh launched its first app, which integrates ordering from a mobile device with fitness and health information. The HelloFresh iPhone app features access to its recipe database, a recipe timer with multiple alarms, and an integrative feature with Apple Watch to make usage more streamlined.
HelloFresh is currently available in Sydney, Central Coast, Newcastle, Southern Highlands, and Wollongong, NSW; Brisbane and the Gold Coast, Queensland; Melbourne and Geelong, Victoria; Adelaide, South Australia; and Canberra, ACT.