Source: HelloFresh

Recipe box brand HelloFresh is continuing its global expansion with the launch of its service in Ireland.

Founded in Berlin in 2011, and arriving in the UK the following year, the company is now operating in 18 markets on four continents.

The Irish launch is the second country launch of this year, following the start of operations in Japan in April.

HelloFresh said it is operating a local supply chain in Ireland, as well as sourcing ingredients from local suppliers and farmers for its boxes.

A distribution centre has opened close to Dublin from which recipe boxes will be delivered to customers across the Republic of Ireland.

“Our aim is to combine HelloFresh’s global expertise in the recipe box sector with Ireland’s quality local food produce, delivering standout, convenient and delicious meals to our Irish customers,” said Philip Doran, CEO at HelloFresh Ireland.

“We know from our in-depth research that Irish people’s shopping and cooking habits have profoundly changed over the last few years. We aim to revolutionise the way people eat and cook in Ireland in a cost-effective, sustainable way. We want to radically innovate the traditional food system, creating an eco-friendly business model and quality local supply chain that links the producer directly to the customer,” he added.

From the outset, HelloFresh will offer 100% Irish raised beef and chicken and Irish dairy products. The company said it favours producers and farmers who use sustainable practices.

In August, HelloFresh revealed record quarterly revenues as the firm increased its customer base, but profits fell back as the group spent more on marketing and felt the effects of input cost inflation. On the results, CEO and co-founder Dominik Richter said HelloFresh was “defying all current e-commerce trends”.