Meal kit delivery company HelloFresh has expanded into the retail segment for the first time with the introduction of a meal kit range, initially available from 581 Giant Food and Stop & Shop stores throughout the US.
HelloFresh’s retail range will include meal kits which contain ingredients for meals such as peppercorn steak, Mediterranean style chicken and paprika chicken, and each recipe will take less than 30 minutes to cook.
The retail range was developed following a global pilot scheme, and has been tailored to meet the demands of consumers in terms of freshness, taste and convenience.
HelloFresh says that it will work with retailers throughout the year to ensure that the range will be available in further US stores in the future.
Tobias Hartmann, president for North America at HelloFresh said: “How we’ve been embraced by retail brands shows the quality product line HelloFresh has brought to market.
“HelloFresh strikes a chord with households that want fresh dinners on the table, without artificial ingredients or overly complicated recipes.
“The addition of retail, a channel well-placed to benefit from the unique data, brand and infrastructure assets we have built out over the years, allows us to better address the everyday needs for even more customers, adding what we view as a highly complementary customer segment.
“Grocers needed to profitably replace underperforming or low margin product categories and meet their customer demands for chef-curated, fresh and convenient meals.
“Our retail line reduces the pressure on grocers to create these meals themselves and easily integrates into growing areas of their business such as online grocery and delivery.”
HelloFresh’s retail meal kits are available from June 2018, with a suggested retail price of between $14.99 to $19.99 per meal kit.
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