HelloFresh Launches In Italy

HelloFresh SE has announced that it is entering Italy as part of the group’s global strategy to expand its total addressable market and secure long-term sustainable growth.

Italy is the second country where the meal kit provider launched in 2021, following in the footsteps of Norway earlier this year.

The meal kit category in Italy is still in its infancy, giving HelloFresh the opportunity to establish and define the sector in a market of 26 million households.

Around 75% of households will be served from the initial launch date, with plans to expand the offering in the short-term future.

Italian customers will benefit from a global brand that is backed by an innovative technology platform and a state-of-the-art supply chain network, both of which are localised to the specific needs of the market.

ESM