Hello Fresh (www.hellofresh.co.uk) is a revolutionary new grocery delivery concept that aims to change the way consumers shop and eat. Every week Hello Fresh customers receive interesting recipes and all the required ingredients in the exact quantities, delivered directly to their homes. The company’s goal is to encourage Britons to discover the benefits of cooking with fresh ingredients in a convenient format.
With recent news reporting falling profits at some of the UK’s biggest supermarkets, Hello Fresh aims to promote a totally new way of shopping by cutting out the ‘middle-man’ to supply better-quality produce straight to consumers.
The start-up company is proud to only source the highest-quality ingredients, most of which never make their way into big brand supermarkets.
The new service aims to shake up ingrained UK consumer buying patterns and has already experienced wide success in other markets, notably Scandinavia, where similar services are used by hundreds of thousands of people in a consumer base which prioritises home-cooked meals and healthy family eating.
Even before the company’s official launch, there has been an overwhelming response from early adopters, with key influencers among food bloggers already buzzing about Hello Fresh.
The company has been launched by a team of former city professionals passionate about food and eager to change the status quo. Pit Karbe, MD of Hello Fresh UK, was an investment banker for Morgan Stanley and also worked for Lord Rothschild’s RIT Capital Partners before embarking on this venture.
Pit comments: “As a busy city professional I never had the time to plan meals and shop for groceries even though I love home-cooked food. As a result I often found myself eating convenience meals that I didn’t enjoy at all. There had to be a better way.
“We believe that more Brits would enjoy cooking fresh meals at home, if only it was easier. Cooking shows on TV are enormously popular but it takes so much effort to actually buy all the necessary ingredients, many of which aren’t even stocked in supermarkets. We make it very easy for our customers to discover delicious food in their own homes by doing all the hard work for them.
“We want Hello Fresh to launch a revolution in the way people eat, in much the same way that supermarkets radically changed the landscape of grocery shopping when they took the place of independent, specialist stores. We understand that consumers are weary of the impersonal experience and low quality of chain stores, and we provide an entirely new way to shop and cook.”
Customers sign up for weekly subscriptions depending on household size and number of meals per week. Each delivery contains pre-measured ingredients and step-by-step photo instructions from experienced chefs, designed so that even the most kitchen phobic of users can create every dish.
The average household generates 600kg of waste per year; a national total of 380 million tonnes annually, which Hello Fresh aims to reduce by providing portion-appropriate ingredients, decreasing the amount of food bought and not consumed.
The dishes take no longer than half an hour to prepare and contain approximately 500 to 750 calories, providing a well-balanced combination of carbohydrates, protein, fats, minerals and vitamins.
UK consumers are becoming more and more aware of the importance of eating high-quality food that is not processed. However, the average Brit’s time-poor lifestyle means that low-grade convenience food and ready meals are still widely consumed. Hello Fresh aims to fill this gap by replacing time spent trawling supermarket aisles with an entirely new cooking experience.
A three-meal plan for two costs £39 per week, £59 for a family of four and £89 for six, while prices for the five-meal plan range from £49 to £129 a week.
Visit: www.hellofresh.co.uk for more information.Tweet