HelloFresh secures fresh funding

hellofreshOnline grocery start up, HelloFresh, has raised $161 million from existing shareholders in its latest round of funding.

First launched in 2011 in Berlin, Germany the meal kit delivery service launched in Australia in 2012.

The model is now active in seven markets including the US, UK, Netherlands, and Austria, with investors including Insight Venture Partners, Phenomen Ventures, Rocket Internet, and Vorwerk Direct Selling Ventures.

Last year, Hello Fresh secured $50 million in its fourth round of funding from US-based venture capital firm, Insight Venture Partners, taking its total to more than $120 million over the past four years.

In Australia, HelloFresh is headed by Tom Rutledge. HelloFresh delivers weekly meal kits including recipes and ingredients to customers. An entry level kit priced at $64 for three meals for two people.

HelloFresh plans to invest the new funding on further enhancing the customer experience through key initiatives such as increasing flexibility for its customers and further integrating its supply chain.

Rutledge said HelloFresh aims to become the leading brand in the grocery and meal delivery category and already serves customers across the eastern half of the country.

“Our focus over the last six months has been to rapidly expand our operations, in order to make fuss- = free and delicious home-cooked meals accessible to more people more often.

“We love that our product allows customers healthy dinner options and affords the opportunity of quality time around the dinner table. The knowledge of this convenience and enjoyment is extremely motivating for the team and drives us all to take the company to the next level,” Rutledge said.


1 comment

  1. Chris posted on February 10, 2015

    Received our first box yesterday: Over-ripe rotting Mango, TInned vegetables that looked like they had been pulled out of the cupboard from WWII, Cucumber and Carrot that would leave a single rabbit hungry, Hand packed spices without labeling.... Says it would feed two people for 3 meals... Unless you are on an extreme diet you'd be starving. Not Happy.... The Idea is good, but..... needs a lot of work. Also, Goods were delivered early evening, Delivery driver did NOT knock, or notify us of the delivery... the refrigerables were packed well, but if it wasn't for our neighbor coming to visit it would have been left outside for the entire evening and spoiled. Will not be getting this again.

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