HelloFresh purchases rival meal kit company
Meal kit company HelloFresh has acquired competitor Green Chef.
The organic, vegan and gluten-free meal plans that Green Chef offered will now be available through HelloFresh, according to a news release.
“We were the first certified organic and gluten-free meal kit company in the U.S., an important distinction to consumers who are committed to eating organically or are sensitive to gluten,” Michael Joseph, CEO of Green Chef, said in the release. “With HelloFresh, we will only further amplify our mission to give consumers across the country a simple way to eat and live healthier.”
With the deal, HelloFresh gains its first production facility in Colorado. Nationwide, the companies expect to realize synergies in procurement, logistics and operations.
“Green Chef has a groundbreaking approach to its organic menus and will be the perfect addition to HelloFresh’s meal plans,” Tobias Hartmann, president for North America at HelloFresh, said in the release. “HelloFresh will now offer the most customized meal choices to customers and we are excited to welcome Green Chef’s talented team and production resources to HelloFresh.”
Meal kits in general have seen increasing attention in recent years. Retailers including Walmart and Kroger have worked to develop their own programs, while some meal kit companies have looked to diversify from online-only subscription models by selling to retailers. Chef’d and Blue Apron are among them.
The acquisition of Green Chef by HelloFresh was at least the second one in the segment in the last year; Albertsons acquired Plated in September.
