Berlin-based meal-kit company HelloFresh has announced its entry into the retail industry in collaboration with Ahold Delhaize USA. Their meal kits will be sold at 581 stores that come under Ahold Delhaize USA.
They have launched 5 meal kits priced between $14.99 and $19.99. Their present offerings include peppercorn steak, Mediterranean style-chicken, home-style meatloaf, paprika chicken and chicken couscous. Each meal kit will serve two and will take less than thirty minutes to cook.
The company has increased their distribution network from 5 to 11 facilities to reduce their travel time and to uphold the quality of the ingredients in these stores.
“Grocers needed to profitably replace underperforming or low-margin product categories and meet their customer demands for chef-curated, fresh and convenient meals,” Tobias Hartmann, North America president for HelloFresh, said in a statement. "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.”
The roll out of these meal kits has been 2 years in the making according to HelloFresh. It plans to roll out its meal kits through more retailers throughout the year. Their entry into retail comes soon after their acquisition of Colorado-based organic meal kit company Green Chef. HelloFresh is said to have over 1 million active customers in the country and has been able to sell 26.5 million meal-kits over the first quarter this year.