HelloFresh was founded in 2012 by Dominik Richter and Thomas Griesel in Berlin, Germany. This pair of friends wanted to create a fresh meal delivery service that exceeded the typical pizza or Chinese food type of delivery service.
HelloFresh began in Berlin, London, and Amsterdam, but quickly progressed to Australia and the East coast of the United States. By September 2014, the company began serving almost the entire United States. HelloFresh now averages 5.5 million meals each month in 7 countries.
The company offers complete uncooked meals, delivered to the home or office, in boxes. Clients receive full instructions and almost everything needed to cook and create a healthy meal. The company does expect clients to have basic items on hand, such as salt, olive oil, and white sugar, otherwise, everything is provided.
HellFresh also offers vegetarian meal services, as well as more conventional meal plans. Recently, HelloFresh has been criticized for the excessive packaging of their delivered meals, leading to waste. The company has also been criticized for its continually high marketing costs, which have prevented the company from becoming profitable. Another concern is the low level of customer retention. According to an independent analysis, less than 50% of customers remain subscribers after the first week, and less than 10% remain after 6 months.
In March 2018, the company announced that it had acquired Green Chef, another meal delivery service, which pushed HelloFresh into the largest meal delivery service, even larger than competitor Blue Apron.
The corporate office for the US branch of HelloFresh is located in New York, New York.