HelloFresh

HelloFresh AG
Industry Meal Kit Delivery
Founded December 2011 (2011-12)
Founders Dominik Richter
Thomas Griesel
Jessica Nilsson
Headquarters Berlin, Germany
Area served
 United States
Netherlands
United Kingdom
Germany
Australia
Belgium
Austria
Switzerland
Canada
Key people
 Dominik Richter (CEO)
Thomas Griesel (COO)
Website www.hellofresh.com

HelloFresh is an international food company with a presence in the United States, the Netherlands, the United Kingdom, Australia, Belgium, Austria, Switzerland and Canada. The company was founded in 2011 in Berlin by Dominik Richter, Thomas Griesel and Jessica Nilsson.[1]

Service

HelloFresh offers meal-kits including ingredients sourced from local suppliers and step-by-step recipes created on a weekly basis by their in-house culinary teams. The company delivers over 7.4 million meals a month to over 800,000 regular subscribers across the world. All countries offer omnivore (Classic Box)[2] and vegetarian (Veggie Box)[3] box options. Other variations include a Family Box (for two adults and two children),[4][5][6][7][8] and a Fruit Box option.[9][10]

Boxes are usually offered on a 3x2 (3 meals for 2 people) portion, with variations such as 3x4 (3 meals for 4 people) and 5x2 (5 meals for 2 people). The boxes are delivered weekly on a flexible subscription model.

Partnership

Late in 2015, Jamie Oliver, a British celebrity chef, and HelloFresh announced a partnership. Jamie Oliver creates recipes for HelloFresh. At the same time, HelloFresh donates money to the Jamie Oliver Food Foundation.[11]

In May 2016, a partnership with Vorwerk and their multi-function kitchen appliance Thermomix was launched in Germany and Austria. HelloFresh delivers custom recipes made for cooking with a Thermomix machine.[12]

Funding

According to Crunchbase, HelloFresh has raised US$255 million over 5 funding rounds.[13]

In December 2012, the company closed a US$7 million Series B investment from Rocket Internet, HV Holtzbrinck Ventures, Investment AB Kinnevik & Vorwerk Direct Selling Ventures.[14]

In September 2013, a Series C round for US$7.5 million was closed lead by Phenomen Ventures with HV Holtzbrinck Ventures & Vorwerk Direct Selling Ventures.[15]

In June 2014, US$30 million Series D investment round was raised from Insight Venture Partners & Phenomen Ventures.[16]

In February 2015, HelloFresh saw a US$126 million Series E round lead by Berlin-based startup incubator Rocket Internet.[17]

In September 2015, Baillie Gifford together with Insight Venture Partners and Rocket Internet raised US$85 million for a Series F round.[18] This round placed HelloFresh at a US$2.9 billion valuation.[19]

Criticism

In 2016, HelloFresh received negative attention in the Dutch language press for aggressive marketing and difficulty to cancel subscriptions.[20]

See also

References

  1. ↑ "HelloFresh to add hundreds of jobs at Newark distribution center". NJ.com. Retrieved 2016-03-08.
  2. ↑ "HelloFresh Classic Box". HelloFresh.
  3. ↑ "HelloFresh Veggie Box". HelloFresh.
  4. ↑ "HelloFresh US - Family Box". HelloFresh US - Family Box.
  5. ↑ "HelloFresh UK - Family Box". HelloFresh UK - Family Box.
  6. ↑ "HelloFresh AU - Family Box". HelloFresh AU - Family Box.
  7. ↑ "HelloFresh NL - Family Box". HelloFresh NL - Family Box.
  8. ↑ "HelloFresh BE - Family Box". HelloFresh BE - Family Box.
  9. ↑ "HelloFresh Fruit Box". HelloFresh AU - Fruit Box.
  10. ↑ "HelloFresh Fruit Box". HelloFresh DE - Obst Box.
  11. ↑ "Does Jamie Oliver REALLY deliver? FEMAIL tests the celebrity chef's new food box recipe that helps families cook from scratch at home - with pukka results".
  12. ↑ Wachter, Denise Snieguole (May 9, 2016). "HelloFresh kooperiert mit Thermomix Die Lösung für alle, die zu faul zum Kochen UND Einkaufen sind". Stern.de.
  13. ↑ "HelloFresh - Crunchbase". Crunchbase. Retrieved 9 March 2016.
  14. ↑ "HelloFresh Seriees B - Crunchbase". HelloFresh Series B - Crunchbase.
  15. ↑ "HelloFresh Seriees C - Crunchbase". HelloFresh Series C - Crunchbase.
  16. ↑ "HelloFresh Seriees D - Crunchbase". HelloFresh Series D - Crunchbase.
  17. ↑ "HelloFresh Raises $126 Million In Series E From Rocket Internet". Techcrunch.
  18. ↑ "Eurocorn? HelloFresh Raises Another $84.7M". Techcrunch.
  19. ↑ "HelloFresh Valued at $2.9 Billion After Financing Round". Bloomberg Business. Retrieved 9 March 2016.
  20. ↑ http://www.rtlnieuws.nl/nederland/maaltijdboxen-blok-aan-been-consument-moet-makkelijk-op-te-zeggen-zijn

External links

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