Thank you, HelloFresh.
Meal delivery services have become more popular over the last couple years. The appeal of cutting out grocery shopping and unique recipes have aided in this. Providing an easy-to-follow recipe and the perfect amount of ingredients needed, you don’t have to be an experienced chef to produce fancy meals. One of the main contenders out there is HelloFresh.
HelloFresh was founded in November 2011 by Dominik Richter, Thomas Griesel and Jessica Nilsson. They packaged and hand delivered meal kits to the first 10 customers. Originally started in Germany, they soon expanded into the Netherlands, the United Kingdom, the United States and Australia in 2012. The HelloFresh business model is to help consumers save money with every meal by providing the perfect amount of ingredients to make a healthy meal. HelloFresh strives to provide sustainability by providing less food waste and they ship their ingredients in a recyclable insulated packaging.
With each plan, you choose between two or three meals a week and choose between two people or four people per meal. Each week they provide a list of 19 recipes to choose from, offering a selection of dietary need. Most meals take 30 to 40 minutes to make. HelloFresh has expanded their add-ons to provide breakfast and lunch options as well as additional ingredients for reasonable price.
HelloFresh has partnered with an assortment of influencers to reach consumers that might not find them organically. Influencer marketing is important to gain the trust of consumers. When looking into which meal service to use, consumers turn to social media to see first had reviews. Genuine feedback from users they trust helps convert consumers people thinking of starting the service to someone ready to start.
Someone I feel would fit well with HelloFresh is @greyandmama. They first became popular on TikTok with Grey saying “Thank you, mama” to whatever meal or snack his mom hands over to him. Since, most videos revolve around cooking or eating food. HelloFresh provides easy to cook meals that the whole family can help with. In a more recent video, Grey showed how to make Lizzo’s nature cereal. Partnering with HelloFresh, Grey can show how easy it is to help his mama make new recipes and make it a family bonding time.
By branching out to using TikTok influencers, HelloFresh is able to reach an audience that is growing every day. Previously, they have focused more on Instagram and Facebook. TikTok has gained more following over the past year and seems to be where more of the influencer marketing is heading.
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