Business Idea
competitors.comparison.backToList
HelloFresh SE logo

HelloFresh SE

Tier 1
Food
d2c
https://www.hellofresh.com/

A leading direct-to-consumer meal kit company delivering fresh ingredients and recipes to households.

HelloFresh SE is a publicly traded German meal-kit company, delivering fresh ingredients and chef-curated recipes to millions of homes worldwide. Their subscription-based model allows customers to prepare home-cooked meals with convenience, variety, and reduced food waste. Founded in 2011, HelloFresh is now one of the world’s largest meal-kit providers, operating globally in 17 countries.

competitors.competitorDetail.metrics.missionStatement

To change the way people eat – forever.

competitors.competitorDetail.metrics.visionStatement

To become the world's leading integrated food solutions group and drive sustainable, convenient eating habits.

competitors.competitorDetail.overview

competitors.competitorDetail.metrics.foundedYear

2011

competitors.competitorDetail.metrics.ceo

Dominik Richter

competitors.competitorDetail.metrics.employees

16,600+

competitors.competitorDetail.metrics.revenue

€7.6B (2023)

competitors.competitorDetail.metrics.headquarters

Saarbrücker Str. 37a, 10405 Berlin, Germany

competitors.competitorDetail.metrics.marketShare

Market leader in global meal kit sector; estimated 40%+ in many core regions.

competitors.competitorDetail.metrics.usp

Fresh ingredients and chef-designed recipes delivered straight to your door, with industry-leading customization and eco-friendly packaging.

competitors.competitorDetail.metrics.pricingModel

Weekly subscription, tiered pricing based on meals/servings/week

competitors.competitorDetail.metrics.productLines
  • HelloFresh Classic
  • HelloFresh Family
  • HelloFresh Veggie
  • HelloFresh Market (add-ons & grocery basics)
  • Green Chef (acquired organic and special diet meal kit service)
competitors.competitorDetail.metrics.technologyStack
  • ReactJS
  • Node.js
  • AWS
  • Python
  • Docker
  • Mobile (iOS/Android native apps)

competitors.competitorDetail.metrics.marketPositioning

Accessible premium—convenient, fun, and sustainable home cooking for a global audience.

competitors.competitorDetail.metrics.keyCustomerSegments
  • Urban millennials
  • Busy families
  • Young professionals
  • Cooking enthusiasts seeking convenience
competitors.competitorDetail.metrics.distributionChannels
  • Direct-to-consumer website
  • Mobile application
  • Retail partnerships (for add-ons/grocery)
  • Corporate bulk/employee wellness programs
competitors.competitorDetail.metrics.marketingStrategies
  • Influencer partnerships
  • Social media advertising
  • Referral and gifting programs
  • TV and digital video advertising
  • Email and content marketing
competitors.competitorDetail.metrics.keyPartnerships
  • WW International (formerly Weight Watchers) (Menu Collaboration)
  • TerraCycle (Packaging Recycling)
  • Beyond Meat (Menu Ingredient Partner)

  • Flexible meal plans (Classic, Family, Veggie, Calorie Smart, etc.)
  • Weekly menu rotation
  • Fresh, pre-portioned ingredients
  • Step-by-step digital and print recipes
  • Mobile app for ordering and managing subscriptions

competitors.competitorDetail.metrics.strengths
  • Strong brand recognition worldwide
  • Efficient supply chain and delivery logistics
  • Wide variety of menus and dietary options
  • Recurring subscription revenue model
  • Focus on sustainability and eco-friendly practices
competitors.competitorDetail.metrics.weaknesses
  • Highly competitive and fragmented market
  • Customer churn due to subscription fatigue
  • Operational complexity across multiple countries
  • Margins pressured by logistics costs
competitors.competitorDetail.metrics.opportunities
  • Expansion into untapped international markets
  • Development of ready-to-heat meal offerings
  • Personalization with AI-driven meal recommendation engines
  • Partnerships with local food producers
competitors.competitorDetail.metrics.threats
  • Rising food and transportation costs
  • Competition from supermarket chains offering meal kits
  • Changing consumer dining habits post-pandemic
  • Copycat start-ups and food delivery platforms
competitors.competitorDetail.financials

competitors.competitorDetail.metrics.growthRateYOY

Approximately 18% (2023 over 2022)

competitors.competitorDetail.metrics.profitMargin

5-8% (2023)

competitors.competitorDetail.metrics.customerAcquisitionCost

€75-€90

competitors.competitorDetail.metrics.customerLifetimeValue

€600-€750 per subscriber

competitors.competitorDetail.metrics.churnRate

13% quarterly

competitors.competitorDetail.metrics.fundingRounds
competitors.competitorDetail.metrics.fundingStagecompetitors.competitorDetail.metrics.fundingAmountcompetitors.competitorDetail.metrics.fundingDate
Seed€10M2012-03-01
Series B€25M2013-09-01
IPO€300M2017-11-02
competitors.competitorDetail.metrics.companyCultureHighlights
  • International and inclusive teams
  • Agile and fast-paced innovation
  • Sustainability-focused mission
  • Data-driven decision-making
  • Support for personal development
competitors.competitorDetail.metrics.awardsAndRecognition
  • FT 1000: Europe's Fastest Growing Companies (2018) - Financial Times
  • Top Employer Germany (2022) - Top Employers Institute
competitors.competitorDetail.metrics.customerReviewsSummary
competitors.competitorDetail.reviews.titlecompetitors.competitorDetail.reviews.ratingcompetitors.competitorDetail.reviews.viewAll
Trustpilot 4.1/543000
G2 4.5/5220
competitors.competitorDetail.metrics.recentNews
competitors.competitorDetail.news.titlecompetitors.competitorDetail.news.publishedOncompetitors.competitorDetail.news.readMore
HelloFresh Reports Record Revenue for Q1 20242024-05-07Reuters
HelloFresh Expands UK Production with New Facility2023-10-18Food Manufacture
competitors.competitorDetail.metrics.socialMedia