HelloFresh launches in Ireland – A1 Retail Magazine
- The launch aims to grow the recipe box market in Ireland, working with local suppliers to change the way people buy and consume food.
- HelloFresh will provide Irish customers with a quality cooking experience, oﬀering customers the best ingredients directly from producers.
- The HelloFresh Irish oﬀice will be located in Dublin along with the distribution centre where all recipe boxes for Irish customers will be produced.
HelloFresh, a leading recipe box company, today launches in Ireland. HelloFresh oﬀers customers a convenient alternative to buying food at the supermarket by delivering pre-portioned, locally sourced ingredients and an inspiring variety of recipes direct to doorsteps nationwide on a weekly basis. HelloFresh has carried out detailed research with Irish customers to understand their food preferences, resulting in a delicious, high-quality menu that will provide varied options for all tastes.
Through its launch in Ireland, HelloFresh is investing in the country by operating a local supply chain along with sourcing ingredients from local suppliers and farmers. A distribution centre will operate close to Dublin where recipe boxes will be shipped to customers all over the Republic of Ireland.
Mirroring its practices globally, the company carefully selects its Irish suppliers, favouring producers and farmers who use sustainable practices, respect animals, marine resources and ecosystems. From the outset, HelloFresh will provide 100% Irish raised beef and chicken from farmers that comply with all regulatory standards along with Irish dairy products in key ingredient oﬀerings.
Additionally, HelloFresh will continue to harness its data and technology to understand its customers and create the best meals possible based on their feedback and analysis through data. Combining this global knowledge with powerful local expertise, HelloFresh brings a unique value proposition to the Irish market.
Philip Doran, CEO at HelloFresh Ireland, commented: “Weʼre delighted to launch HelloFresh in Ireland today. Our aim is to combine HelloFreshʼs global expertise in the recipe box sector with Irelandʼs quality local food produce, delivering standout, convenient and delicious meals to our Irish customers. We know from our in-depth research that Irish peopleʼs shopping and cooking habits have profoundly changed over the last few years.
“We aim to revolutionise the way people eat and cook in Ireland in a cost eﬀective, sustainable way. We want to radically innovate the traditional food system, creating an eco-friendly business model and quality local supply chain that links the producer directly to the customer. We see Ireland as the perfect place to do this and we look forward to growing the sector over the coming months and years.”
Founded in Berlin in November 2011 and listed on the Frankfurt Stock Exchange since November 2017, HelloFresh has transformed the way people eat. HelloFresh launched in the UK in 2012 and delivered over 116m meals to UK customers in 2021 alone.
HelloFresh’s launch in Ireland marks an important step in the companyʼs global growth strategy as the company is now operating in 18 diﬀerent markets on 4 continents. The Irish launch is one of three market launches that HelloFresh has planned for 2022, including in Japan in April of this year. Besides expanding the core brand, special diet brand Green Chef has been introduced to the Netherlands after a successful market entry in the UK in 2021. Counting more than 22,000 employees worldwide, in 2021, HelloFresh Group delivered almost one billion meals globally reaching a turnover of €6 billion.
To date, HelloFresh oﬀers a range of more than 10,000 diﬀerent recipes to people worldwide. In Ireland, customers can choose from 5 preferences (Calorie Smart, Quick Cook, Veggie, Classic and Family) for 2 or 4 people. Developed by HelloFresh’s Irish culinary team, the recipes are inspired each week by Irish and international cuisine, paying great attention to the freshness, seasonality and origin of the ingredients.
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