COVID Cooking 101: HelloFresh’s Ingredients For Marketing Success

Throughout the pandemic, people have found comfort in cooking. Despite ample competition from other meal-kit services, HelloFresh succeeds with simplicity and sustainability.

Goodbye, microwaved meals. HelloFresh.

Here, guest writer Katie Bashista shares HelloFresh’s ingredients for marketing success—and invites other brands to take a seat at the table.

At the peak of quarantine blues, people around the world found comfort in one shared ritual: food. Together, we watched our Instagram feeds fill with fresh-baked banana bread, decorative focaccia, and elaborate charcuterie boards. For seasoned foodies, this was inspiring. For newer chefs, it was intimidating. But HelloFresh found a way to bring everyone to the table.

While most people feared leaving their houses for grocery shopping, they found solace in the idea of fresh food being delivered straight to their door. Let’s face it: Some days during lockdown, the only productive thing we did was cook a meal for ourselves—and HelloFresh was here to help.

How did they stand out from competitors in a bustling era of meal delivery kits? Let’s dig in.

The simpler the better

HelloFresh makes customers feel comfortable in the kitchen by providing pre-portioned ingredients and detailed recipes up front. Everything is laid out right in front of you; all you have to do is put it together. And it’s easier than building Ikea furniture—you’ll never find out halfway through that you’re missing a key component.

Even better? Messing up is almost impossible. As a host, you can spend more time planning your outfit than planning the meal (which we all know are equally important).   

Food to feel good about

HelloFresh prides itself on ethical food production, sustainable packaging, and eco-friendly transportation. On top of feeling accomplished after cooking a meal, quarantined cooks can know they’re spreading good to others.

In the United States, 40% of the food supply goes to waste. Thanks to carefully pre-portioned ingredients, HelloFresh consumers limit in-home food waste by 21%—you never have too little, and you never have too much. The brand also uses fewer steps to get food from the farm to your kitchen table. According to the USDA, 10% of the food supply in the U.S. gets wasted during the distribution and retail processes. HelloFresh cuts out the retail step, in turn wasting less than 1% of its food supply. On top of that, they provide completely recyclable packaging. 

As the saying goes, you are who you surround yourself with. HelloFresh embodies this by partnering with organizations that uphold its environmental values—like TerraPass, an enterprise offering carbon offsetting products for people and businesses. HelloFresh offsets 100% of its carbon emissions by funding projects that reduce greenhouse gases. Their list of friends also includes the Monterey Bay Aquarium’s Seafood Watch program and the EPA’s SmartWay program.

Missions are everything. With HelloFresh, you can be certain your food is getting ethically acquired, packaged, and transported before finding its way to your plate. 

Subscriptions made easy

There’s nothing wrong with having commitment issues—and HelloFresh gets it. If you’re still traumatized by your last toxic relationship with dinner making, they wants you to ease back into the playing field.

The brand’s subscription model is flexible, with no long-term commitment. You can cancel at any point with no penalty, or you can skip a week of meals if it’s out of budget this time around.

As ever-evolving human beings, we’re always discovering new likes and dislikes. HelloFresh wants you to explore the wonderful world of cooking and understands if you change your mind about a recipe. If you pick out meals and then decide to switch them up, you can—without punishment.

An evergreen model

The worst part about cooking a meal is planning it, and HelloFresh does that for you. By pairing an appetizing value proposition with a sustainable business model, the brand invites everyone from college students to working professionals to take a seat at the table. Simply provide some manpower, then enjoy the fruits of your labor—and theirs.

The Editorial Team

The Editorial Team

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