Meal kits 2.0 are here, thanks to HelloFresh

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Meal kits 2.0 are here, thanks to HelloFresh

By Gina Acosta - 09/13/2017

HelloFresh is changing up the meal kit game by launching a 20-minute meal designed to appeal to busy consumers.

According to the company, the new 20-Minute Meals are part of HelloFresh's continued commitment to evolving their product offerings based on customer feedback.

After finding that many customers were interested in having the option for quicker and simpler recipes, in addition to more complex ones, HelloFresh says it focused on how to cut prep time, without sacrificing taste or quality. 

"We know that every minute counts, and with 20-Minute Meals we're giving customers back precious time on the busiest of nights," said Stacy Gordon, Chief Product Officer of HelloFresh U.S. "We have deconstructed the preparation process step-by-step from cutting board, to saucepan, to clean-up, and as a result we are offering customers our most efficient recipes yet, without forgoing flavor. Our 20-Minute Meals involve less chopping, less mixing, fewer pans, and that means more time around the dinner table."

One in four Americans (many of them young) purchased meal-kit delivery in 2016, according to a Harris poll. Meal kit delivery services have skyrocketed to $5 billion in sales, according to Rockland, Md.-based market intelligence company Packaged Facts. Further, three-quarters of U.S. adults have heard of fresh food meal-kit delivery services, while a quarter of them have taken part in at least a free product trial. This suggests that consumers may adopt meal-kit services more often as online shopping increases.

The new HelloFresh offering will exist in addition to HelloFresh's standard recipes, ultimately giving customers the ability to select recipes with prep-time that best fits their schedule. To achieve this, HelloFresh tapped data and insights which resulted in a final product, some including ready-made sauces, pre-chopped vegetables, and fast-cook ingredients like pre-made rice and fresh pasta.

20-Minute Meals sample recipes include Steak and Nectarine Salad with Arugula, Pecans, and Feta Cheese; Butternut Squash Agnolotti with Kale in a Sage Brown Butter Sauce; and Sesame Beef Tacos with Quick-Pickled Veggies and Spicy Crema, among others.