Welkom! HelloFresh launches Green Chef brand in the Netherlands

Welkom!” - A heartfelt welcome from the Netherlands to our special diets brand Green Chef. Green Chef was founded in the US and later acquired by HelloFresh. Since it joined HelloFresh Group in early 2018 it has since been scaled up to one of the most successful meal kit brands.  One of HelloFresh's three main growth levers is the internationalization of its brand family. Following Green Chef's success in the US, and a successful expansion to the United Kingdom in 2021, the company is now introducing its popular brand for health-conscious customers to the Netherlands.

With the Netherlands being one of HelloFresh’s most developed international markets where consumers have shown a strong interest in special diets, Green Chef’s value proposition provides the perfect opportunity to target distinct customer segments. For this purpose HelloFresh has tailored the brand and product proposition to a health-savvy Dutch consumer. Green Chef will offer a variety of plans to cater to different lifestyles and dietary preferences, such as vegan, vegetarian, pescatarian, flexitarian, lower carb and keto. All of Green Chef's recipes are created by a team of certified dieticians with a big focus on flavour, quality ingredients and variety to create inspiration for every dish. Their work will offer health conscious consumers greater convenience, and peace of mind while following their prefered diet.

Our recipe developers Claudia, Maartje and Daniet are certified dieticians. Every dish available for Green Chef Netherlands customers is based on their expertise, creativity and experience.

Offering variety, convenience, and peace of mind for consumers with specialist diets

Having been active in the Netherlands for more than ten years, HelloFresh determined that it was missing out on a very attractive customer segment which cares deeply about their food and dietary choices and frequently cooks at home. Sticking to healthy eating goals can be seen as restrictive and even confusing, leaving people feeling overwhelmed and despondent. Researching recipes, shopping, and reading labels to find the ideal ingredients takes a lot of time. That is why people either don’t even try or quit, while trying to achieve their health goals. Green Chef is the perfect solution for these customers and the 35% of Dutch citizens who follow at least one nutrition rule in their daily life.

Therefore, this latest launch is a consistent step within HelloFresh’s growth strategy. It will help cement the companies market dominance in the Dutch meal kit sector through appealing to an even wider pool of prospective customers and to reach those in the Netherlands who are currently not catered for through HelloFresh’s current offering. It will also help HelloFresh to reach its ambition to scale its business significantly over the next few years.

Green Chef Netherlands offers six popular diets: keto, vegan, vegetarian, lower carb, flexitarian and pescatarian.

Profiting from global and local experience

Over the past ten years HelloFresh has invested into an infrastructure that is hard to replicate. For the launch of Green Chef in the Netherlands, its tech teams across the world, who have a track record of building, launching and scaling new markets and new brands, have been working hard to facilitate the launch. On the supply chain side HelloFresh leverages existing synergies with suppliers, production and logistics to help ensure the high quality service customers expect. Green Chef meal kits will be produced in a facility which has been used by HelloFresh for the last few years and which is staffed by a well-functioning team with a lot of experience.

We’re excited to welcome Green Chef to our family in the Netherlands!

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