For nearly fifteen years, HelloFresh has perfected the art and science of delivering fresh ingredients and recipes to millions of homes worldwide. While our journey began with a box on the doorstep, our future reaches far beyond a weekly delivery. We’re building HelloFresh into a seamless part of the thousands of food decisions people make every day – from inspiration to planning, cooking, and beyond. Our ambition is to evolve from a meal-kit service into a daily destination for food.

The way the world discovers meals has fundamentally changed. Dusty cookbooks have given way to viral 15-second videos and endless digital inspiration. Yet the journey from seeing a dish to actually cooking it often remains fragmented and frustrating. HelloFresh is closing that gap. By bringing inspiration, planning, and execution together in one place, we’re evolving into being the foundational Food Operating System for the modern kitchen – making it easier than ever to turn ideas into meals, every day.

We are excited to begin unveiling a steady stream of new app features designed to transform us into a true daily food companion, supporting your food journey every step of the way.

Turning Social Media Inspiration into Recipes

We’re beginning this journey where most of your food inspiration starts today: social media. According to our Plate of the Nations report, social media is the number one source of meal inspiration. Platforms like TikTok and Instagram have changed how we discover what to cook, but there’s always been a gap between a viral video and a finished meal. Meal inspiration is scattered across different social platforms, saved in endless folders – or forgotten altogether – so great ideas rarely make it to the kitchen. To bridge that, we’ve launched our first major feature – the Cookbook, which allows users to import recipe videos directly from social media platforms such as Instagram and TikTok. The app automatically transforms these videos into clear, step-by-step cooking instructions, complete with a detailed ingredient list. Over time, these recipes can be seamlessly integrated into broader meal planning alongside HelloFresh’s weekly meal kit offerings.

This feature is now available for free to all HelloFresh app users worldwide, even if you don't have a meal kit subscription, and marks the first step in our ambition to make the app a daily destination for food inspiration and planning. 

Evolving the HelloFresh App Into a Daily Food Companion 

This is just the beginning. We look forward to continuing to evolve the HelloFresh app and to sharing more updates soon. As we continue to scale our menu and product ecosystem, the HelloFresh app will play a pivotal role in deepening engagement with existing customers and reaching new audiences. By offering smarter tools, greater personalization, and inspiration beyond the meal kit, the app supports our ambition to drive more organic engagement, re-engage former customers, and inspire food lovers everywhere. These advancements are made possible by our transition to React Native and a modernized approach to app development that increasingly leverages AI – enabling faster innovation, higher-quality experiences, and a more flexible platform to continuously evolve alongside our customers’ needs.