We’re excited to introduce the new HelloFresh loyalty program! HelloFresh Rewards is a free-to-join, progression based loyalty program in which customers earn rewards simply by placing orders. With each additional order they can unlock milestones which grant them new rewards like vouchers, free shipping, and box discounts. Since last week the majority of HelloFresh customers in Germany, UK, Australia, and New Zealand can join the program through their HelloFresh app or by visiting these links, depending on the country: DE, UK, AU, NZ.

Successful pilot in 2024  

We know that many HelloFresh customers enjoy our meal kits more than just once: Around ⅔ of our HelloFresh customers have ordered at least 20 times with us. This share of tenured customers that have ordered more than 50 times has grown from 13% to 42% in the last four years. In line with our new marketing strategy which focuses on increasing basket sizes of our existing customer base as well as targeting high value customers, HelloFresh piloted the loyalty program last year – with positive results: We saw a 40% opt-in rate and measured strong satisfaction levels with the program among our loyal customer base. Beta testing confirmed that the program delivered on its intended goals, driving higher projected order rates by significantly reducing pause and cancellation rates. With this broader rollout, we hope to achieve even greater results and customer satisfaction.

Delicious rewards for free

After our successful pilot period, we’re thrilled to roll out the program to a wider audience in the UK, Germany, Australia, and New Zealand. As HelloFresh customers place more orders, they unlock milestones which grant them new rewards. Customers keep their progress as long as their account stays active – even when they take a break. Pausing is possible at any time without losing any rewards. Only if the account is cancelled and later reactivated their progress resets. 

With the launch of the program customers will get options for free shipping, box discounts, and vouchers. Beyond that, the team will continue exploring new rewards to further surprise and delight our customers.

“With the launch of our loyalty program, we’re taking another step toward deepening our relationship with customers. It’s our way of saying thank you – by rewarding long-term commitment with meaningful benefits. With an increasing share of revenue coming from loyal, tenured customers – who tend to be more quality-sensitive and less price-sensitive than typical trialists – we’re committed to investing even more into the value we deliver in every plate of food,” said Dominik Richter, co-founder and CEO of HelloFresh.

Moving forward, the HelloFresh Group will continue to invest in the product experience and explore bringing HelloFresh Rewards in all 18 markets and long-term to all eight brands.