“Meal kits help consumers eliminate the stress of meal planning and save on trips to the grocery store while offering a convenient and sustainable meal solution,” Voss said.Īs such, he added: “We now offer more convenient meal options and have seen an increase in demand for ready-to-eat options, like our newest US brand Factor, which we acquired last year,” he said. HELLO FRESH MEALS DRIVERConvenience remains paramountĮven as consumers look for more sustainable and adventurous options, convenience is a top driver for purchases of meal kits. Likewise, it predicts that the “plant parenthood” trend that emerged during the pandemic will lead to more home cooks growing their own hyper-local ingredients. Cooking with HelloFresh reduces at-home food waste by at least 25%,” Voss said, adding: “Through continuous innovation, we have made significant reductions in excess packaging and in 2020 became the first global carbon neutral meal kit company.”īuilding on this trend, HelloFresh’s survey predicts that more home cooks will implement zero-waste recipes and more fully embrace “nose to tail” or “root to tip” cooking styles that include saving trimmings to make broth or using carrot tops to make a pesto. “Meal kits also offer consumers a sustainable meal solution as a result of the demand-driven subscription model that sends consumers the exact amount of ingredients needed to prepare a meal. This shift has pushed HelloFresh to rethink its approach to packaging, shipping and meal selection, Voss said. Since HelloFresh launched, consumer focus on sustainability has gained traction with 31% of adults surveyed by the company saying they try to shop more sustainably than ten years ago, 30% reporting they shop more locally and 22% reporting they try to reduce food waste. It also predicts more adventurous algae-based oils will gain popularity. Looking forward, HelloFresh predicts this trend will foster increased interest in the Mediterranean diet, South American flavors like spicy Aji Amarillo and handheld dishes like empanadas and tacos. Popular dishes offered by HelloFresh that reflect this demand for diversity, according to the company’s survey, include Beef Flautas Supreme, Firecracker Meatballs, Prosciutto Caprese sandwich and Spinach & Feta Egg Bites. “In addition to expanding choice,” he noted, “HelloFresh leverages our data-driven technology platform to continuously improve our recipes based on customer feedback.” “In the early days, customers had limited options when selecting their weekly menu, whereas today we offer more than two dozen recipes each week with the option to add quick meals, snacks, sides or desserts to their weekly order through our HelloFresh Market,” Voss said. In response, HelloFresh has greatly expanded the choice and variety of food if offers. Variety is the spice of lifeĪccording to HelloFresh’s survey, consumers today are more knowledgeable about food and want more variety than they did 10 years ago, with more than a third reporting that they are more interested in the origin of the food they eat today, and 37% noting that they eat a wider variety of food than they did in 2011. He explained that “over the past decade, HelloFresh has innovated from a meal kit start-up in Germany to become the world’s leading food solutions group” by listening to consumers and taking strategic steps, including through innovation and acquisition, to offer them what they want.Īnd what they want, according to a recent survey of 11,500 consumers across 16 countries conducted by HelloFresh, is more diverse selection with higher quality and fresher ingredients that are sourced more sustainably and locally than ten years ago, and which they can enjoy with others as an important social occasion. “Our business continues to see meaningful growth across our US and global segments” with order rates far ahead of pre-pandemic levels – an accomplishment made possible by consumers’ positive experiences with HelloFresh as well as the company’s dynamic multi-brand strategy fueled by acquisitions, Uwe Voss, CEO HelloFresh US, told FoodNavigator-USA. Emulsifiers, stabilizers, hydrocolloids.Chocolate and confectionery ingredients.
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