The No. 1 meal kit company isn't Blue Apron
HelloFresh's acquisition of Green Chef makes it the top meal kit player in terms of share.
According to Recode, HelloFresh now controls 36% of the meal kit market. Meanwhile, Blue Apron saw its market share decline to 35% last month, compared to 48 percent in February 2017.
As of February, HelloFresh took home about 33% of U.S. meal-kit sales, up from 24% last year, according to Earnest Research, a company that analyzes anonymized credit and debit card data from millions of people.
HelloFresh’s acquisition of Green Chef expands HelloFresh’s product portfolio, adding Green Chef’s organic vegan and gluten-free menus – as well as plans compliant with Paleo and Keto diets – to satisfy a wide range of consumer lifestyle preferences.
Green Chef will add its organic menus to HelloFresh’s product portfolio and together leverage HelloFresh’s scale and resources to continue to drive more growth with an even broader group of households.
“Our customers are at the center of our thinking when it comes to offering great dinner experiences. Green Chef has a groundbreaking approach to its organic menus and will be the perfect addition to HelloFresh’s meal plans,” said Tobias Hartmann, President for North America at HelloFresh. “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.”
HelloFresh delivers more than 1 million meals per week in U.S. alone and has nearly 1.5 million active customers across ten markets globally. The Green Chef acquisition adds the U.S.’s first certified organic and gluten-free meal kit company to the HelloFresh family.
“We were the first certified organic and gluten-free meal kit company in the U.S., 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,” said Michael Joseph, Chief Executive Officer of Green Chef.
HelloFresh saw sales gain more than 50% last year to about $1.1 billion. The company says it will turn a profit in 2018 and pass Blue Apron in U.S. sales.