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Hellofresh Is Going To Start Offering Keto

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Prepping for the trendy diet just got way simpler.

HelloFresh, now the biggest home delivery meal-kit service in the U.S., is officially on board with the keto trend. After acquiring all-organic line Green Chef last week, HelloFresh announced their weekly recipes will soon include keto, paleo, vegan, and gluten-free options.

Anyone who’s attempted a keto or paleo diet knows what a gamechanger this could be. Half the battle of both diets is getting your kitchen prepped with the necessary supplies. If you can get individual-sized portions of avocado oil instead of buying a $15 bottle, kicking off the diet might not seem so hard.

In case you missed the keto hype, it’s a high-fat, low-carb diet that’s gained the approval of super-fit celebs like Kourtney Kardashian, Alicia Vikander, and Vanessa Hudgens. It’s most known for being fat-friendly, which means you can eat all the nuts, coconut milk, bacon, and avocado your little heart desires . As for paleo, that’s the caveman-style high-protein and high-veg diet that cuts out processed foods, sugar and dairy.

Some of the keto-friendly recipes transitioning over from Green Chef to HelloFresh are Moroccan Chicken , Lamb Shakshuka, and Fennel-Crusted Salmon with Shirataki Noodles.

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Aws Is How: Hellofresh Delivers A Personalized Experience To Millions Of Customers Around The World

Mealtimes are important sources of connection, comfort, and self-care. And though we all have different lifestyles and preferences, we tend to crave similar qualities when it comes to food: variety, novelty, nutrition, convenience, and great taste. In essence, great food experiences are personal experiences that offer plenty of choice and flexibility.

Enter HelloFresh, the most popular meal kit in the world. HelloFresh provides fresh, healthy, affordable ingredients and easy-to-follow recipes that are delivered straight to your door. The company also operates a lean and innovative supply chain designed to eliminate food waste, reduce carbon emissions, optimize packaging, and favor local ingredient sourcing. With operations in 14 countries, HelloFresh delivered more than 600 million meals to 5.3 million active customers last year, providing organized, preportioned meal kits tailored to serve different household sizes, schedules, and tastes. The HelloFresh approach to meeting diverse needs, creating new menu options, and providing convenient delivery to each home it serves depends on two crucial ingredients: maintaining a deep understanding of its customers and staying agile across every aspect of its business, including product development, production, and distribution.

Hellofresh Expands To Italy

Meal kit delivery service HelloFresh has launched in Italy. This is the second European expansion this year, after the company set foot in Norway this summer. The service is now active in 9 European countries.

HelloFresh is known as a leading food subscription company, delivering meal kits to customers doorsteps with ingredients and recipes. Italy can now be added to a list of 9 European countries in which the subscription service operates, including its home country Germany, the United Kingdom, Belgium, Luxembourg, France and the Netherlands as well as Austria, Switzerland and Sweden.

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New Office And Fulfilment Center

To start operations at a high level, the food service has opened an office in Milan as well as a new warehouse. The fulfilment center is located in the Lodi province, not far from the city. The company is also set on sourcing local ingredients, providing traditional Italian recipes as well as recipes from 15 international markets.

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What Are Amazon Meal Kits

AmazonFresh currently offers 14 meal kits, including this Salmon Niçoise.

If youre an Amazon Prime member who also subscribes to the AmazonFresh add-on, available in 18 US markets, youre eligible to have delivered right to your door. Unlike most meal kit subscription boxes, this service isnt pre-scheduled, pre-fixed, or heavily packaged. Thats because AmazonFresh subscribers can schedule delivery of their products whenever theyd like, down to the hour, thanks to the companys partnership with Whole Foods.

While the kits themselves closely resemble those from services like Home Chef and HelloFresh, with recipe cards and pre-portioned ingredients, they arrive in paper bags rather than large sealed boxes. Each meal kit comes with two servings per box.

Each meal is pre-prepped, pre-packaged, and self-contained in a cardboard box.

Currently, Amazon offers 14 different dinner meal kits that range in price and cover a variety of diets. This is on the low end of options for most meal kit delivery services, which typically offer 10 to 20 meals per menu that changes week to week. Current meals include:

How Much Does Hellofresh Cost

HelloFresh costs about $811 per person, per meal. You can get the lowest price per serving by ordering the largest plan size: five recipes per week for four people.

HelloFreshs most popular plan size is three recipes per week for two people. This works out to $8.99 per serving, or about $55 per week, plus the cost of shipping.

Speaking of which, shipping is a standard $8.99 per box.

However, HelloFresh regularly offers new users free shipping and a discount on their first shipment or several shipments.

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Don’t Fancy A Trip To The Supermarket Try A Meal Delivery Box

More people are choosing to order food deliveries instead of heading to the local supermarket as a quick and convenient way to get their weekly shops, especially when certain foods fly off the shelves. After all, who wouldn’t want to access healthy, wholesome and balanced meals for the whole family without leaving the house?

From vegan dishes to delicious desserts and even cocktail kits, there’s a delivery to suit everyone. Keep scrolling to see our pick of the best meal delivery kits and boxes…

Blue Apron Meal Delivery Service

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  • Detailed instructions for cooks who are learning
  • Wine and grocery add-ons available
  • All-vegetarian subscription available
  • Shipping included with most plans
  • Wide-ranging menu
  • Vegetarian, low-calorie, and family-sized meal options
  • Few prepared sauces and dressings
  • Good packaging
  • Not suitable for anyone with food allergies, or vegan, keto, or paleo diets
  • Not ideal for vegan, keto, or paleo diets
  • Two-step process to review allergens
The Bottom Line

With Blue Apron, anyone can cook. This meal-kit service makes novice chefs more competent in the kitchen by sending everything they need to make a meal, from ingredients and recipes to video tutorials. You can even buy any kitchen tools you might need from its website.

Free $7.99 if 2 meals, 2 servings $7.99
Pescetarian Options

Meal-kit delivery services are a booming business, and that was before a global quarantine made the idea of receiving fresh food in the mail even more appealing. When you subscribe to these services, you get weekly packages containing all the components necessary to cook fantastic meals without the hassle of going to the grocery store or coming up with your own recipes. These days, a variety of meal kits serve a variety of needs. Just as we have favorite restaurants, Blue Apron and HelloFresh loom large as the meal-kit delivery services most home chefs turn to again and again. If youre interested in this convenient culinary revolution, which service should you pick?

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Major Challenges In The Meal

Meal-kit companies face several major challenges when it comes to growth and profitability, including high customer acquisition costs, poor customer retention rates, optimizing efficient fulfillment services at a large scale, and the lack of a real economic moat.

Customer acquisition

Meal kits have broad appeal, but acquiring new customers has proven extremely expensive. Blue Apron claimed it had a customer acquisition cost of just $94 in its S-1 filing with the SEC when it had its initial public offering in 2017. That number belies the fact that it’s seen lower and lower marketing efficiencies as it expands its marketing budget and tries to reach a broader audience. When Blue Apron pulled back on marketing spend last year, it saw a dramatic drop — the company lost 290,000 customers in the last three quarters of 2017.

Meanwhile, HelloFresh spent $333 euros in marketing per net customer addition in the U.S. last year as Blue Apron pulled back on marketing. The company more than doubled its marketing spend in the U.S. last year, which resulted in more than doubling its U.S. customer base as well, but it’s unclear whether the investment will be worth it in the long term.

Customer retention

Not only is it tough to acquire new customers, but the meal-kit market is notorious for having trouble with customer retention. Neither Blue Apron nor HelloFresh disclose customer retention.



Image source: HelloFresh

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Nutritional Value: Not For Specialty Diets

These Amazon kits are not advertised as health-promoting, nor are they designed to be customizable for dietary needs.

The nutrition profiles for each of the meal kits available were pretty similar in terms of calorie content and were fairly balanced. They ranged from about 450-600 calories per serving, but there was a wider range for sodium levels with some landing on the higher side . Protein content was similar across the board as nearly all the kits used the same chicken breast cuts, and as expected the vegetarian meal was slightly lower in this category, but there was still a solid amount of protein in the tofu.

Beyond that, we felt that portions were well-sized if you’re looking to enhance the nutritional content without impacting flavor or changing ingredients, the simplest option might be to increase the proportion of vegetables.

Customer Service: Fast But Ineffective

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We reached out to customer service a few times to try to locate these meal kits, as we initially had trouble finding them. We started out with the chat bot, which almost immediately switched us over to a live chat with a person. That representative offered a phone call, which at least got us to where we needed to be faster.

We do recommend that with any attempt to contact customer service about this, immediately ask for someone specifically on the Amazon Fresh team. We wouldnt necessarily blame the representatives as they dont seem to have the ability to search for products across locations, but ultimately they were not able to help us at all with our issue and we were left to figure things out on our own.

Spruce Eats / Tori Martinet

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The Cooking Process: Fast And Easy

The meals were advertised as needing one pan and ready in 10 minutes or less. Amazon delivered on both counts. Raw ingredients were all pre-chopped and ready to be cooked up in their prepared sauces, so things came together in a flash. Recipes did include microwaveable starch, rice, or noodles, but well still consider these to be a one-pan meal.

The cooking instructions were clear, concise, and accurate, and these would definitely be doable for a beginner or someone with the most minimal of kitchen spaces.

Spruce Eats / Tori Martinet

Flavor Freshness And Quality: Surprisingly Good

Overall, the quality and freshness of the ingredients were impressive, especially for being pre-cut and prepped in the container. Flavors were also great across the board, with no adjustments or doctoring needed for the meal to be perfectly enjoyable. One or two items were a bit on the salty side, but this is to be expected with prepared sauces.

Each meal available had a distinct flavor profile, with an emphasis on Asian and Indian flavors, and the recipe instructions allowed for vegetables to retain some texture with cooking. The only improvements we would suggest would be to perhaps increase the number of vegetables with each kit.

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Amazon Takes On Hello Fresh With Meal Kits

Amazon plans to enter the recipe box market in a bid to take on brands such as Hello Fresh and Blue Apron, filing a trademark to sell boxes of ingredients and cooking instructions online.

The meal kits are popular with workers who enjoy cooking but are pressed for time. The boxes can contain anything from meat and seafood to vegetable and fruit-based dishes, as well as the seasoning and sauces.

In a July 6 trademark application, Amazon subsidiary Amazon Technologies Inc. revealed its planning prepared food kits composed of meat, poultry, fish, seafood, fruit and/or and vegetablesready for cooking and assembly as a meal, as well as primarily grain-based offerings.

The filing bears the slogan: We do the prep. You be the chef.

Amazon already sells other companies meal kits, including Tyson Tastemakers. Martha Stewart is even offering meal kits on Amazon Fresh, the companys grocery delivery service.

If Amazon were to launch the boxes in the UK, it would take on established brands such as Hello Fresh or Blue Apron , alongside Tesco, Sainsburys and Waitrose, which have also started offering the kits.


Although the retail landscape has never been more digital or mobile, the rise in meal box demands from customers demonstrates how their behaviours are constantly changing. This is especially in true in a world where consumers are increasingly flocking towards online shopping as they seek convenience and efficiency over value.

Hello Fresh Vs Blue Apron


In a sea of home meal delivery services, its a dizzying ordeal trying to figure out which one is best. While combing through the competition, it can be easy to forget the two companies that pioneered the home meal kit delivery concept.

Blue Apron and Hello Fresh were among the first with the idea to provide pre-portioned, fresh ingredients delivered right to your doorstep, making home-cooked meals accessible to everyone. Since their inception, dozens of other home meal delivery services have popped up, catering to more niche markets. Due to this increased competition, Hello Fresh and Blue Apron have had to evolve their own business models to keep up.

So now, we will look at what the OGs of home meal delivery look like now and how they stack up.

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Did You Know You Can Buy Amazon Meal Kits At Whole Foods

The brand integration continues.

No one really expected Whole Foods to remain totally unchanged after the supermarket chain was bought out by Amazon in 2017. So far the merger has resulted in some pretty significant shifts, from in-store Prime deals and Amazon delivery of Whole Foods groceries to Whole Foods selling Amazon products like the Echo and Kindle. A recent Wall Street Journalarticle even suggested that Amazon is looking to expand Whole Foods’ presence in far-flung locations , in the name of getting as many shoppers as possible in the range of its Prime Now two-hour delivery service. And now, in the latest act of Whole-Foods-Amazon brand integration, the grocer is selling Amazon meal kits in select locations.

Similar to meal kits offered by companies like Blue Apron and HelloFresh, each box contains all of the ingredients to make a meal for two in about 30 minutes, and costs between $16 and $20 . Some sample dinners: Seared Salmon with Fennel and Pea Risotto, Butternut Squash and Sage Baked Rigatoni with Spicy Green Beans, and Mushroom Congee with Lemongrass Chicken and Sweet Potatoes. The meal kits link with Alexa-enabled devices to provide instructions and cooking tips, which actually sounds pretty helpfulwho wants to fumble with a recipe print-out while their hands are covered in cooking goo?

Is Hellofresh Worth Trying

I really enjoyed my HelloFresh box, and its definitely something Id try again during a busy season. It saves a lot of time on meal planning and grocery shopping, which may be a big plus for a lot of households.

There are tons of options to choose from each week, so youll probably find something that appeals to your family.

They also have several kid-friendly recipes the Meatballs with Bulgogi Sauce was particularly a hit with my 5-year-old.

However, if your household follows a specific diet, like keto, paleo, or vegan, it may not be the best fit. Instead, Green Chef, which is owned by HelloFresh, may be a better option.

Additionally, if HelloFresh is out of your budget, you may want to look into EveryPlate. Its also owned by HelloFresh and offers meals at a flat $4.99 per serving.

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