HelloFresh expands to Italy

October 22, 2021 by
Sanne Leenders

Meal kit delivery service HelloFresh launches in Italy. This is the second European expansion this year. The company also set foot in Norway this Summer. The service is now active in nine European countries.

HelloFresh is known as a leading food subscription company, delivering meal kits to customer’s doorsteps. These kits include ingredients and recipes. Italy can now be added to a list of nine European countries in which the subscription service operates. This includes its home country Germany, the United Kingdom, Belgium, Luxembourg, France and the Netherlands as well as Austria, Switzerland and Sweden.

HelloFresh has big plans for Italy

Currently, the meal kit market in Italy is still young. This is partly because Italians prefer to cook at home instead of ordering meals. Therefore, HelloFresh says it wants to establish and define the sector consisting of 260 million households.

The company will start out big, with around 75% of households being able to order meal kits at the beginning of the launch. The remaining households will follow in the near future, HelloFresh says.

“We are looking forward to broadly establishing and leading the meal kit category in Italy,” co-founder Thomas Griesel says. “Our thorough analysis has shown that the Italian market is ready for meal kits and that the country offers great conditions to expand our total addressable market.”

Opening an office and warehouse in Milan

To start operations at a high level, the food service has opened an office in Milan as well as a new warehouse. The fulfilment center is located in the Lodi province, not far from the city. The company also plans on sourcing local ingredients. Thus, providing traditional Italian recipes as well as recipes from fifteen international markets.

Landing a spot in the top ten biggest e-commerce companies

In the second quarter of 2021, HelloFresh delivered 254 million meals and accounted for 7.7 million active customers. Last year revenue more than doubled, amounting to a total turnover of €3.75 billion. The company was also able to enter the top ten biggest e-commerce companies of the Netherlands.

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