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COVID pandemic bolstering meal kit salesĭuring the past year, COVID-19 restrictions have caused many restaurants to fully or partially shut down, and many grocery stores placed additional restrictions on shopping. Indeed, meal kits are especially valuable to rural customers who frequently have to deal with higher grocery prices and limited availability for fresh produce. Customers residing outside of major urban centers know how hard it can be to get custom services like meal kits delivered to your house. Unlike most of Canada’s other meal kit companies, which tend to be more regional and localized, HelloFresh is available in most suburban communities and rural areas. Up to 1,000 new tech staff are set to be hired, adding to the technology hubs in key markets such as Canada. The growth of HelloFresh’s technology capabilities is also a key strategy to satisfy the growing demand across the globe. Figures from H1 2021 also show the number of meals delivered internationally is growing at a faster rate than the US (93% increase vs an 85% increase). If sales continue at this rate, it won't be long until international revenue outgrows the US. Whilst revenue is growing across the board and the US remains the largest market for now, international sales are starting to outpace the US, seeing revenue increases of 90.3% vs 71.3%. Group revenue is up 79.4% by the mid-point of 2021, compared to the same six month period in 2020. With H1 2021 results recently announced, things aren’t slowing down either. Revenue doubled between 20 ($252 million to $511 million) and doubled again in 2020 when it exceeded $1.1 billion. HelloFresh’s steadfast commitment in streamlining its processes is driving immense returns too. Allowing customers to benefit from tastier food by cutting out the middlemen, like wholesale vendors and supermarkets.
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Ian Brooks, CEO of HelloFresh Canada, is confident the company can deliver fresh food to dinner tables nearly a week faster than high-end supermarkets. This commitment demonstrates HelloFresh’s dedication to serving their Canadian client base. The company has invested serious resources into the Canadian market, with the number of Canadian employees skyrocketing from just nine in 2016 to over 350 in the year 2020. Since that time, they have quickly expanded to become the biggest meal kit service company in Canada. The HelloFresh Canada branch began operations in 2016. HelloFresh started delivering food subscription boxes in Germany and quickly expanded its operation to the rest of western Europe, North America, and Oceania.
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Canadians interested in trying HelloFresh at a heavily reduced rate can use the offer code MKC20FMS to get 20 free meals off their first orders. The company offers generous discount codes for first-time customers. However, HelloFresh customers know that they are paying for more freedom of choice in their menu, better quality ingredients, reliable delivery, and environmentally-friendly packaging. This is virtually the same as the average Canadian meal kit cost. HelloFresh is not the cheapest meat kit in Canada, costing an average of $12 per person, per meal. Over several years of reforming and fine-tuning their business model and company logistics, HelloFresh has emerged as the world’s leading specialist in delivering pre-measured ingredients for fresh, home-cooked meals to customers’ doors. In 2020 alone, HelloFresh boasted over $4 billion in sales across North America, Europe and Australia, with more than 600 million meals sold. HelloFresh is a titan in the meal kit industry and has shown no signs of slowing down in recent years.
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