USA: HelloFresh makes retail debut

HelloFresh, a US meal kit provider, has announced its debut in the retail space with the launch of a range of products in Ahold Delhaize supermarkets.

Starting from June, HelloFresh meal kits will be made available at more than 500 stores under Ahold Delhaize’s Giant Food and Stop & Shop brands. The company said it then expected to roll out its products to more retailers over the course of the year, focusing on ‘grab and go’ aisles in smaller format retail chains.

HelloFresh’s retail meal kit offering comprises five items priced between $14.99 and $19.99: Peppercorn Steak, Mediterranean Style Chicken, Homestyle Meatloaf, Chickpea Couscous and Paprika Chicken. According to the firm, each kit takes less than 30 minutes to cook and provides two servings.

In a statement, HelloFresh president for North America Tobias Hartmann said: “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”.

Source: HelloFresh