The strategic move follows the brand’s success in North America and is part of HelloFresh’s growth strategy.
The expansion into Europe aims to tap into the region’s high e-commerce food solutions penetration and meet the growing consumer demand for convenience.
Factor is now available in the Netherlands starting July 13 and in Flanders from July 27. Customers can enjoy a menu of 12 high-quality, nutritionist-approved meals weekly.
What Factor brings
Factor caters to dietary preferences, such as flexitarian, pescatarian, vegetarian and keto. It provides customers with freshly made, nutritionally rich and restaurant-quality meals.
HelloFresh grants customers full control over their weekly orders. It allows them to personalise their delivery schedule and receive meals conveniently at their doorsteps.
HelloFresh co-founder and CEO, Thomas Griesel, says, “By launching Factor, we are bringing a new healthy and ultra-convenient RTE solution to customers in the Netherlands and Flanders.”
“We are looking forward to unlocking new customer segments in Europe as we expect RTE to significantly contribute to our growth in the coming years,” he adds.
“Factor meals are convenient without compromising nutrition, freshness, or taste, and we are excited to offer consumers in the region this exciting new product,” he says.
HelloFresh says that since its acquisition in 2020, Factor has been on a strong growth trajectory. The company has leveraged its expertise in D2C operations, manufacturing and supply chain efficiency to contribute to Factor’s success.
Transforming home cooking for busy lives
HelloFresh was founded in 2011 by Dominik Richter, Griesel and Jessica Nilsson in Berlin, Germany. The founders recognised the potential of the meal-kit industry. They set out to address the needs of busy individuals and families who desired to cook at home but lacked the time for meal planning and grocery shopping.
HelloFresh started its operations in Germany and rapidly expanded to the Netherlands, the UK, the US and Australia, in 2012. The company gained popularity and attracted a growing customer base by offering convenient meal kits that featured pre-portioned ingredients and user-friendly recipes.
The company also claims the recipe box ingredients are sourced directly from producers and efficiently delivered to customers’ homes. By providing pre-measured ingredients, HelloFresh says it helps minimise food waste. This streamlined supply chain reduces packaging and repackaging, producing 25% fewer carbon emissions than supermarket ingredients.
HelloFresh also supports sustainable living through its partnership with Social Farms & Gardens. The company aspires to foster community engagement and knowledge about food sources through local allotments.
HelloFresh has partnered with The Felix Project to combat hunger by donating surplus food. The company has obtained Red Tractor Assurance for meat sourcing, ensuring high safety standards, traceability, animal welfare and environmental protection. HelloFresh UK is also a Certified B Corporation, prioritising social and environmental performance alongside profitability.
In the second quarter of 2023, HelloFresh delivered over 253 million meals and had 7.3 million active customers. HelloFresh SE became publicly traded on the Frankfurt Stock Exchange in November 2017 and is currently listed on the MDAX.
The HelloFresh Group has offices in Berlin, Saarbrücken, Chicago, New York, Boulder, London, Amsterdam, Toronto, Sydney, Auckland, Paris, Milan, Dublin, Copenhagen and Barcelona.
HelloFresh aims to launch its RTE brand in the Benelux region by the end of the third quarter and expand into other European markets by 2024.