Industry Meal Kit Delivery Website www.hellofresh.com CEO Dominik Richter (2011–) | Headquarters Berlin, Germany Founded 2011 Parent organization Rocket Internet | |
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Area served Australia
Austria
Belgium
Canada
Germany
Netherlands
Switzerland
United Kingdom
United States Key people Dominik Richter (CEO)
Thomas Griesel (COO) Founders Thomas Griesel, Dominik Richter, Jessica Nilsson Profiles | ||
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HelloFresh is an international meal delivery company with a presence in several Western European and North American countries, as well as Australia. The company was founded in 2011 in Berlin by Dominik Richter, Thomas Griesel and Jessica Nilsson.
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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) and vegetarian (Veggie Box) box options. Other variations include a Family Box (for two adults and two children), and a Fruit Box option.
Boxes are usually offered on a 3×2 (3 meals for 2 people) portion, with variations such as 3×4 (3 meals for 4 people) and 5×2 (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.
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.
Funding
According to Crunchbase, HelloFresh has raised US$255 million over 5 funding rounds.
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.
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.
In June 2014, US$30 million Series D investment round was raised from Insight Venture Partners & Phenomen Ventures.
In February 2015, HelloFresh saw a US$126 million Series E round lead by Berlin-based startup incubator Rocket Internet.
In September 2015, Baillie Gifford together with Insight Venture Partners and Rocket Internet raised US$85 million for a Series F round. This round placed HelloFresh at a US$2.9 billion valuation.
In December 2016, the company announced that a new globally leading investor, together with the existing shareholders Baillie-Gifford and Rocket Internet will contribute new capital in the aggregate amount of US$88 million (EUR 85 million). This round placed HelloFresh at a US$2 billion valuation.
Criticism
In 2016, HelloFresh received negative attention in the Dutch-language press for aggressive marketing and difficulty to cancel subscriptions.