HelloFresh acquires US meal-kit delivery firm Green Chef

German meal-kit delivery company HelloFresh has acquired its US rival Green Chef Corporation.

Although the financial details of the deal were not disclosed, the acquisition will enable HelloFresh to provide a larger selection of meal plans for consumers, incorporating Green Chef’s organic vegan and gluten-free menus, Paleo and Keto diets.

HelloFresh encourages home cooking with easy and curated recipes, and fresh ingredients for preparing balanced meals.

Green Chef will add its organic menus to HelloFresh’s product portfolio.

HelloFresh president for North America Tobias Hartmann said: “Our customers are at the centre of our thinking when it comes to offering great dinner experiences. Green Chef has a
ground-breaking approach to its organic menus and will be the perfect addition to HelloFresh’s meal plans.

“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.”

Green Chef CEO Michael Joseph said: “We were the first certified organic and gluten-free meal kit company in the US, an important distinction to consumers who are committed to eating organically or are sensitive to gluten.

“With HelloFresh, we will only further amplify our mission to give consumers across the country a simple way to eat and live healthier.”

The purchase of Green Chef will boost collaboration in operations, logistics, and procurement.

HelloFresh will open its first office and production facility in the state of Colorado and integrate Green Chef into its operations and culinary teams.

The integrated companies will be able to pursue a data-driven approach to improve customer experience.