HelloFresh Acquires Green Chef to Offer Tailored Meal Kits
BERLIN, GERMANY - HelloFresh has made its newest full-on foray into the meal kit delivery service. The Berlin, Germany-based company has acquired Boulder-Colorado-based Green Chef, which offers USDA-certified organic, vegan, and gluten-free meal kits, some of which are paleo and keto-friendly.
“Our customers are at the center of our thinking when it comes to offering great dinner experiences. Green Chef has a groundbreaking approach to its organic menus and will be the perfect addition to HelloFresh’s meal plans. HelloFresh will now offer the most customized meal choices to customers, and we are excited to welcome Green Chef’s talented team and production resources to HelloFresh,” said Tobias Hartmann, HelloFresh President for North America, in a recent press release.
The company has been enjoying rising revenue, as we previously reported, with shares increasing 16 percent this year and 35 percent since its last German listing in November, according to Bloomberg. The company’s newest acquisition is based in the U.S., so this seems to be a strategic move to further increase the 60 percent of its revenue that hails from the States. And the addition of Green Chef provides HelloFresh with one of the largest arrays of meal kit offerings for its customers, the source said.
“We were the first certified organic and gluten-free meal kit company in the U.S., an important distinction to consumers who are committed to eating organically or are sensitive to gluten. With HelloFresh, we will only further amplify our mission to give consumers across the country a simple way to eat and live healthier,” said Green Chef’s Chief Executive Officer Michael Joseph.
The acquisition relays into a multitude of efficiencies felt throughout operations, logistics, and procurement, which includes HelloFresh’s first Colorado-based production facility that will integrate Green Chef into its operations and culinary teams. The companies expressed that this partnership combines their shared vision to provide the freshest ingredients and sauces, use sustainable packaging, and pursue data-driven approaches in order to meet and surpass customer expectations with every purchase.
Will this new alignment between HelloFresh and Green Chef push competitor Blue Apron, which is currently going through its own changes, and other meal kit delivery companies to partner up and increase their industry influence? AndNowUKnow will continue to report.
