• Driven by customer feedback and evolving mealtime habits, HelloFresh has reimagined its menu to inspire home cooking, providing an even wider variety of delicious, higher-quality, healthier and more personalized meal options
• HelloFresh releases its inaugural State of Home Cooking Report to spotlight trends and examine behaviors, motivations, and lifestyle shifts influencing the modern home cook

HelloFresh announced today a major menu transformation aimed at empowering every household to discover the love of home cooking. Whether it's a craving for globally inspired flavors, a need for quick weeknight solutions, or a focus on nutrition with fresh seasonal vegetables or high-protein options, the revamped menu is crafted to fit seamlessly into the home cook’s tastes and preferences. This marks the beginning of the new HelloFresh, with an expanded variety of culinary offerings, bigger portions, and more ways to customize, making dinner easier, more exciting, and more delicious than ever.

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The new HelloFresh is here, now featuring more than 100 weekly menu options to make mealtime easier, more exciting and more delicious than ever before.

“Driven by our direct customer feedback and current industry trends, HelloFresh is making our biggest product investment to date, with enhancements across quality, variety, and the overall mealtime experience,” said Assaf Ronen, President & CEO, HelloFresh North America. “As consumer habits and expectations evolve, this transformation reflects our commitment to meeting the changing needs of the modern household. This evolution brings more enjoyment and excitement to home cooking by making it easier than ever to cook delicious meals any day of the week—and it’s just the beginning. With more than double the amount of new recipes launching each week, including restaurant-quality ingredients and bold global flavors, our pace of innovation is only accelerating.”

Significantly expanded menu features increased variety, flavors, health-forward options and personalization

Driven by the belief that dinnertime should be anything but boring, HelloFresh is transforming the home cooking experience by doubling its offerings to more than 100 weekly menu options. Customers can choose among a broader selection of global dishes and flavor profiles, try different cooking techniques, dabble in the latest cooking trends, choose from personalized meal options, or simply enjoy the comfort foods they crave. A key part of this, includes:

• Higher quality ingredients and bigger portions: In response to customer feedback, HelloFresh is bringing larger portions to each plate as well as offering higher quality proteins as part of its core menu offerings. This includes tripling the amount of seafood offered each week such as sustainably-sourced salmon, shrimp, barramundi, and cobia along with various cuts of steak, and increasing chicken portions. In addition, HelloFresh is introducing new proteins to its menu, including lamb chops and whole chicken thighs along with premium steak cuts such as grass-fed ribeye.
• A fresher focus on health & wellness: According to HelloFresh's customer base, 91% report feeling healthier with their subscription. This aligns with the more than 80% of Americans who say health is their top motivation for cooking more at home in the year ahead — a trend that’s driving HelloFresh to introduce even more Low Calorie (under 650 calories per serving) and High Protein meals (over 30g of protein per serving). In addition, HelloFresh is helping customers get their fill of veggies with new Veggie Packed recipes that feature at least two vegetable varieties per recipe and more plant-based recipes. Customers can now enjoy exciting new seasonal produce integrated into their meals like artichokes, radishes, seasonal squash varieties, graffiti eggplant and leeks, along with ingredients like nutritional yeasts and sides like kimchi, shishito peppers and purple sweet potatoes.
• Convenience offerings: Recognizing that many consumers are time constrained, especially on weeknights, each weekly menu now includes over 25 new Quick & Easy meal options, including a wide variety of solutions like no-prep Heat & Eat meals that are ready in 3 minutes, one-pan recipes with minimal clean-up, and convenient prep-and-bake dishes. These low-effort meals offer delicious dinner options without the stress or time commitment.
• Smarter, more personalized choices: By using AI and machine learning, HelloFresh now offers customers personalized meal recommendations for a more engaging and seamless experience. From swapping proteins or sides to adding desserts or appetizers, customers have more flexibility than ever to curate a box that fits their tastes and lifestyle.

“We’re introducing so many new flavorful recipes that excite the palate and make cooking enjoyable and easy. Whether it’s burgers topped with fresh peaches and bbq sauce served with a fresh side salad, steak skewers with shishito peppers, hearty vegetarian pulled mushroom bulgogi rice bowls or tender curry-roasted half chicken with potatoes, our revamped menu offers so many customizable options,” said Kristin Bryan, Executive Chef & Head of Culinary Innovation at HelloFresh. “Our culinary team is committed to continually raising the bar, with even more bold flavors, seasonal ingredients, and inventive recipes coming in the months ahead.”

HelloFresh unveils Inaugural State of Home Cooking report, examining the motivations and barriers of the modern home cook

As part of the broader commitment to evolving with the needs of today’s households, HelloFresh is also unveiling its State of Home Cooking Report, a national survey that explores the attitudes, motivations, and barriers of the modern home cook. These insights not only reflect the changing ways home cooks are approaching mealtime, but also inform the brand’s ongoing innovations. The findings offer a real-time snapshot of how people are cooking today, how they plan to cook in the year ahead, and what barriers stand in their way.

Key insights indicate how wellness, new technologies, social media, and ongoing economic pressures influence consumers when it comes to cooking:

• Home cooking is on the rise: 9 out of 10 Americans plan to cook at home just as much or even more in the coming year compared to last year.
• Rising costs and wellness goals fuel a return to the kitchen: Among those who plan to cook more in the next year, the economy (85%) and their health (81%) are the leading factors.
• Cooking is a form of self-care: Cooking is a stress-reliever for many (71%), saying it helps them unwind (50%), express creativity (58%), and feel accomplished (55%).
• Dinnertime as a path to connection: Most adults prioritize shared meals as 69% have sit-down dinners with others regularly, and 52% see dinner as a time to connect with friends and family. A staggering 83% agree that eating with others is better for their mental health, with most Millennials (87%) feeling this way.
• Recipe ruts are real: 58% of respondents are bored with their current recipe rotation, even though 52% admit they haven’t tried a new food or ingredient in the past month.
• Bring on the veggies: 65% of individuals are looking to incorporate more—and a wider variety of—vegetables into their diets this year.
• Protein is a priority: 82% of people consider protein a bigger priority than last year. And when it comes to cooking a special meal for someone they love, steak reigns supreme as the top choice for 38% of home chefs.

As HelloFresh continues to track the changes of Americans’ cooking habits, the new menu and diverse recipe selection reflects the evolving needs of today’s modern home cook.

To check out the new HelloFresh menus or learn more, visit www.hellofresh.com. To read the State of Home Cooking report, visit www.hellofresh.com/eat/reports/stateofhomecooking.

*Source: HelloFresh 2025 State of Home Cooking Report

ABOUT HELLOFRESH

HelloFresh is the world’s leading meal-kit company, providing customers with fresh, high-quality ingredients to cook delicious meals at home. By delivering pre-portioned ingredients and easy-to-follow recipes directly to customers' doors, HelloFresh helps busy individuals and families enjoy home-cooked meals without the hassle of meal planning and grocery shopping. HelloFresh has consecutively been voted the Most Trusted Meal Kit Delivery Service in America since 2021 by Newsweek. For more information, visit www.hellofresh.com or follow HelloFresh on Facebook, X, Instagram, or TikTok.

ABOUT HELLOFRESH GROUP

The HelloFresh Group is a global digital-native CPG company and the world's leading meal kit provider. The HelloFresh Group consists of eight brands that provide customers with high quality food and recipes for different meal occasions. The Company was founded in Berlin in November 2011 and operates in the USA, the UK, Germany, the Netherlands, Belgium, Luxembourg, Australia, Austria, Switzerland, Canada, New Zealand, Sweden, France, Denmark, Norway, Italy, Ireland and Spain. In Q1 2025 the HelloFresh Group delivered c. 240 million meals globally. HelloFresh SE went public on the Frankfurt Stock Exchange in November 2017 and is currently traded on the MDAX (Mid-Cap German Stock Market Index). For more information, visit www.hellofreshgroup.com.

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