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HelloFresh launches special diet Green Chef brand in holland where 35% of consumers follow a nutrition rule

HelloFresh launches special diet Green Chef brand in holland where 35% of consumers follow a nutrition rule

Meal kit provider HelloFreshhas launched its special diet Green Chef brand in holland after spotting strong fascination with special diets among consumers in the united kingdom.

The Berlin-based business operates in the united kingdom, US, Germany, holland, Belgium, Luxembourg, Australia, Austria, Switzerland, Canada, New Zealand, Sweden, Franceand Denmark. Its weekly meal kits include pre-packaged fresh ingredients and cooking instructions and take typically 30 minutes to get ready.

Green Chef, which plans meals to match around customers healthy eating goals, was founded in america and later acquired by HelloFresh in early 2018. It has since been scaled up.

Following Green Chef’s success in america, and a successfulexpansion to the United Kingdomin 2021, the business is currently introducing the brand for health-conscious customers to holland.

Green Chefs value proposition supplies the perfect possibility to target distinct customer segments, said HelloFresh. For this function HelloFresh has tailored the brand and product proposition to a health-savvy Dutch consumer. Green Chef will offer you a number of plans to focus on different lifestyles and dietary preferences, such as for example vegan, vegetarian, pescatarian, flexitarian, lower carb and keto. Most of Green Chef’s recipes are manufactured by way of a team of certified dieticians with a large concentrate on flavour, quality ingredients and variety to generate inspiration for each dish. Their work will offer you health conscious consumers greater convenience, and reassurance while following their preferred diet.


HelloFresh has spotted a health-savvy Dutch consumer trend. Image Getty/Jasmina007

Offering variety, convenience, and reassurance for consumers with specialist diets

Green Chef Netherlands offers six popular diets: keto, vegan, vegetarian, lower carb, flexitarian and pescatarian.

Having been mixed up in Netherlands for a lot more than a decade, HelloFresh said it had beendetermined that it had been passing up on an extremely attractive customer segment which cares deeply about their food and dietary choices and sometimes cooks in the home. Sticking with healthy eating goals is seen as restrictive and also confusing, leaving people feeling overwhelmed and despondent, it said. Researching recipes, shopping, and reading labels to get the ideal ingredients requires a large amount of time. This is why people either dont even try or quit, while attempting to achieve their health goals. Green Chef may be the perfect solution for these customers and the 35% of Dutch consumers who follow a minumum of one nutrition rule within their lifestyle.

HelloFresh added this latest launch is in keeping with its growth strategy. It announced: It can help cement the companys market dominance in the Dutch meal kit sector through attractive to a straight wider pool of potential customers also to reach those in holland that are currently not catered for through HelloFreshs current offering. It will help HelloFresh to attain its ambition to scale its business significantly on the next couple of years.

A spokesperson added: We have been very excited to create Green Chef to holland following brands success in america and the united kingdom. As a small business, we stay in an interval of high-growth, in fact it is essential that people are continually diversifying our offer to create new and exciting choices to both our existing customer base and the ones that are yet to see what meal kits have to give you.

Up to now, medical and diet conscious segment of the marketplace, such as for example those following keto, lower carb or vegan diets, have already been underserved by the meals and drink industry. Thats why we have been especially very happy to be launching Green Chef in holland, and which we have been sure provides greater convenience, reassurance, and variety to these customers.

The move can be section of HelloFreshs intend to become world-leading food solutions group.

Its second-quarter results released the other day revealed that while earnings dropped needlessly to say in the inflation-mired period, the business’s active customer base increased by 4.1% year-on-year to eight million in the next quarter, as the average order value increased by 11% year-on-year on a continuing currency basis. “Our product offering continues ahead at a stylish and competitive pricing and brings additional advantages to our customers, such as for example having fresh food sent to their homes, reducing food waste and removing the hassle of experiencing to take into account what things to shop and cook, said HelloFresh CEO Dominik Richter.

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