HelloFresh Australia has rolled out what it calls its biggest product refresh, expanding its weekly menu, upgrading ingredients, redesigning its app and moving to a new green box.
The refresh lifts the number of recipes available each week by 40 per cent, giving customers more than 350 options, with the ability to swap and add ingredients on every recipe. HelloFresh said the larger menu broadens choice across dietary preferences and protein, and adds gourmet vegetables and new ingredients. The expanded menu is currently available only to customers on Australia’s east coast.
New premium ingredients include a weekly offering of Australian-sourced beef and lamb rump, and seafood such as salmon, prawns and barramundi. The range also adds international staples including sambal, laksa pastes and kimchi, alongside smoked salmon, pancetta and dumplings.
HelloFresh Australia and New Zealand head of culinary, Hannah Gilbert, said the refresh leaned into global authenticity, letting customers cook international cuisines at home with authentic ingredients.
On packaging, HelloFresh has introduced lined meal kit bags intended to reduce outside moisture and keep produce fresher for longer from delivery through to dinnertime.
The app and web experience has also been redesigned with improved menu navigation, and personalised menus are set to roll out over the coming months. A new cookbook feature turns recipes saved from social media reels into step-by-step meals in the app.
HelloFresh ANZ managing director and chief marketing officer, Andreas Dinkel, said the green box reflected the next phase for the brand in Australia. “The green box is more than a fresh new look,” Dinkel said, adding it reflected improvements across choice, quality and the customer experience.
Founded in Berlin in 2011 and listed on the Frankfurt Stock Exchange, the HelloFresh Group operates in 16 countries, including Australia and New Zealand, and describes itself as the world’s leading meal kit provider.
