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HelloFresh launches ready-to-eat service ‘Factor’ in Europe

HelloFresh, a prominent player in the meal-kit industry, has introduced its ready-to-eat brand, Factor, to the European market.
HelloFresh, a prominent player in the meal-kit industry, has introduced its ready-to-eat brand, Factor, to the European market.

HelloFresh, a prominent player in the meal-kit industry, has introduced its ready-to-eat brand, Factor, to the European market. It’s starting roll-out in the Netherlands and the Flanders region in Belgium. 

It doesn’t come as a surprise. A few years back, HelloFresh acquired the American brand Factor, renowned for its freshly prepared, nutritional meals.

Hello, health

Factor has rapidly gained traction in the United States, boasting an impressive 60 percent market share in the ready-to-eat segment. Earlier this year, the service successfully launched in Canada. Now, it is setting its sights on European health fanatics.

According to a press release from HelloFresh, the European expansion is essential for the company’s growth strategy. The decision to commence operations in the Netherlands and Belgium is well-founded, stemming from the regions’ high adoption rates of e-commerce food solutions and the strong consumer inclination towards convenience.

Factor’s European customers are treated to a selection of chef-curated and dietitian-approved meals. These meals remain viable for up to a week when refrigerated. With 12 fresh meal options per week, catering to lunch and dinner needs, Factor operates on a subscription-based model, aligning with HelloFresh’s business approach. Customers retain the flexibility to pause, modify, or cancel their subscriptions at any time.

Expansion of HelloFresh

Thomas Griesel, co-founder and CEO of HelloFresh, expressed his enthusiasm for this expansion, saying, “We are excited about the potential of ready-to-eat offerings in Europe, which we believe will significantly contribute to our growth in the coming years.” 

“Factor meals are convenient without compromising nutrition, freshness, or taste and we are excited to offer consumers in the region this exciting new product,” Griesel reiterated. 

Last year, the company introduced the Green Chef meal box service in the Netherlands, catering to health-conscious consumers with specific dietary preferences.

How do they keep food fresh?

How do they guarantee that delivered meals arrive fresh and safe? In this competitive industry, ensuring meals are fresh and quality during transit is essential.

One solution is called the “all-in-one” app approach, and it powers platforms like Zest Delivery. This enables businesses to closely monitor meal progress from dispatching to customer satisfaction while prioritizing food safety.

The introduction of Zest Delivery’s specialized bags, which are connected to a vehicle’s power supply to regulate temperature, has proven instrumental in preserving the optimal condition of meals during transit. The app sends notifications to drivers and dispatchers if bags are not correctly connected, thereby preventing quality issues with meals. 

When asked how it keeps food fresh, Factor 75 reckons the following; “We carefully handpack all ingredients with special ice packs and insulation, so your meals keep cool – but do not freeze – on their way to you.”

Factor has been available in the Netherlands and Flanders since July, and customers can choose from a selection of 12 chef-prepared and nutritionist-approved meals per week. 

It includes a variety of dietary options from flexitarian, pescatarian, vegetarian, and Keto.

About the author

Marce has contributed tech to various prominent publications since 2018, offering a transparent perspective into the tech industry and its effects on its users. She now spends her time developing insightful content for industry players. You know, when she's not gaming or geeking out about the latest fad.

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