Savvy HelloFresh steers business onto Sainsbury’s shelves

Did you think the future of food came in a cardboard box on your doorstep?

That’s certainly the vision healthy meal delivery brands like HelloFresh, Gousto, and Mindful Chef have been angling for.

Now though, one of the pack leaders has veered off-course — HelloFresh is to be stocked in Sainsbury’s.

HelloFresh co-founder Patrick Drake. Pic: HelloFresh youtube
HelloFresh co-founder Patrick Drake. Pic: HelloFresh youtube

HelloFresh Go

HelloFresh Go is a range of meals that will include “some of the most popular dishes” from the brand’s recipe book, says co-founder Patrick Drake.

Soon, instead of getting recipe kits for teriyaki chicken or pan-fried pork, sent to your door, you simply pick them up from a shop on your way home.

“HelloFresh Go was developed as a direct response to our customer’s feedback that they would like the flexibility of being able to pick up our recipe kits on their way home or as part of their weekly shop,” said Drake.

“We started developing the HelloFresh Go concept a while ago and when we were approached by Sainsbury’s we knew that this was a brilliant opportunity to reach more customers whilst cementing our position as the leading recipe kit brand in the UK.”

Anthony Fletcher, CEO Graze.

Pivot! Pivot!

It’s not the first time a food delivery brand has made the leap onto the supermarket shelf.

In 2015, healthy snack box service Graze launched in a number of UK stores, capitalising on the idea that many still prefer to sporadically ‘pop to the shops’ at lunch than pre-order food to their home.

While online growth has slowed, the shift appears to have been a success: Graze products are now in more than 5,000 British stores (like Sainsbury’s and Tesco), it’s Boots third largest food brand, and it’s even branched out into US stores.

The future for HelloFresh?

What HelloFresh Go means for Drake’s food box business however, remains unclear.

While company revenues have grown significantly in the past few years, the company continues to suffer losses.

You can take that to mean that this recent transition probably isn’t a case of the company doing so well it’s broadening its brand.

Instead we would suggest that the food box subscription model has failed to stick (we know lots of people brought in by enticing deals, who balked at the idea of regular deliveries).

At least if HelloFresh is conveniently in stores, it will tempt in both the lazy and the time-tight into more off-the-cuff purchases. The move could well prove popular with less internet-literate senior audiences too, who simply aren’t comfortable buying into a digital brand.

The future might still come in a cardboard box, and locally-sourced, healthy options remain on-trend.

But, for now, you’ll probably still pick up your box from the supermarket.

The post Savvy HelloFresh steers business onto Sainsbury’s shelves appeared first on The Memo.

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