HelloFresh Market debuts, adding new options for produce and other foods

New York-based meal kit company HelloFresh has announced the launch of HelloFresh Market, an online store offering customers a range of add-ons to meal kit orders.

The Market, according to a news release, gives customers a convenient way to get breakfast options, ready-to-heat meals or everyday items – such as fresh produce, snacks, desserts, sides, spice blends, grocery essentials, and more – delivered to their doorstep simply by adding them to their weekly HelloFresh order. The range of Market offerings will be rolling out to all customers across the U.S. over the coming months, according to the release.

The release said the introduction of the Market is part of HelloFresh’s mid-term growth strategy.

While HelloFresh has largely provided dinnertime recipes until now, the company said in the release that it also sees opportunities in other meal occasions and believes the Market will better serve its customer base and increase spending.

“With the launch of HelloFresh Market, we are excited to offer customers an expanded selection of delicious meal solutions and grocery items that will fit their needs beyond dinnertime, especially at a time when Americans are embracing online grocery services more than ever,” Uwe Voss, CEO of HelloFresh U.S., said in the release. “Building an exceptional meal-kit experience over the past 10 years has been key to establishing strong market leadership. Through our state-of-the-art supply chain and technology infrastructure, we will provide superior full-service delivery for all meal occasions and capture a greater share of our customers’ overall food budget.”

The introduction of Market in the U.S. follows a successful launch in the Benelux region, where customers can choose from over 150 add-on items to complement their weekly meal kit recipes, according to the release.