HelloFresh has launched “specialist diet” meal kit sister brand Green Chef in the UK, to serve customers “not catered for” by its current offering.
HelloFresh acquired US-founded Green Chef in 2018. The UK – HelloFresh’s most developed international market – is getting the first launch of Green Chef outside the US.
The subscription service offers five diet plans: keto, lower carb, balanced, vegan and vegetarian, as well as a series of nutritionist-approved recipes.
The launch of Green Chef is part of HelloFresh’s multi-tier brand strategy. HelloFresh also owns meal kit brands EveryPlate, Chefs Plate and Factor, none of which are yet available in the UK, and plans to grow its addressable market in this country.
“To date, the health and diet-conscious segment of the market, such as those following keto, lower-carb or vegan diets, has been underserved by the food and drink industry in general, but particularly within meal kits,” said HelloFresh UK CEO Laurent Guillemain. “It is why we are especially pleased to be launching Green Chef here in the UK, and which we are sure will bring greater convenience, peace of mind, and variety to these customers.”
Last month, HelloFresh Group posted record results for 2020, more than doubling its year-on-year sales to €3.75bn. In the UK alone, HelloFresh reached £255m revenue in 2020.
The Green Chef launch would help “cement HelloFresh’s market dominance in the UK meal kit sector” by appealing to an “even wider pool of prospective customers” the company said.
“As a business, we remain in a period of high growth, and it is essential that we are continually diversifying our offer to bring new and exciting choices to both our existing customer base and those who are yet to experience what meal kits have to offer,” Guillemain added.
As part of the launch Green Chef has partnered with Strictly Come Dancing star Oti Mabuse, who will author healthy lifestyle tips and tricks for the brand.
“Green Chef is all about abundance and variety, not restriction,” said Green Chef head chef Anna Tebbs. “Long-lasting healthy eating, not fad diets or quick fixes. Balance and accessibility, not restriction.
“We want every recipe to be something our customers are not only excited to eat, but also proud to have cooked,” she added.