Hello Fresh plans to boost its line-up with new special occasion boxes, desserts and family-friendly meal options to encourage more consumers to try the grocery delivery service.
The company - which delivers weekly boxes of weighed and measured ingredients for specific recipes - this week launched a BBQ box, and is considering adding a dinner party box in the near future.
Co-founder Ed Boyes said the special occasion boxes would allow consumers to try out the Hello Fresh service with a one-off purchase before committing to a subscription. The boxes would also encourage word-of-mouth recommendations, he added.
The BBQ box contains chorizo burgers, Vietnamese chicken skewers, sausages with Mexican chilli, halloumi and courgette skewers, a summer salad, Lurpak garlic butter, a packet of Popchips, juice from PomWonderful and Luchito Mexican chilli paste. A box for four to six people costs £45 including delivery, and £65 for eight to 10 people.
Boyes said Hello Fresh was considering launching a desserts range, which could be purchased as an add-on to one of its weekly boxes, and planned to launch a box of ingredients aimed at younger children at the end of the summer.
Hello Fresh launched in January 2012 and is backed by German internet company Rocket Internet. About 100,000 Hello Fresh meals had been delivered in the UK between April and June this year, said Boyes.
One HelloFresh box contains between three and five meals.