Hello Fresh

Hello Fresh, ’pleasantly surprised’ by demand for its recipe boxes

HelloFresh is struggling to keep up with demand for its newly launched premium meals.

The recipe box site shows it has sold out of premium options - launched at no extra cost to standard subscribers in April - such as sirloin steak and duck leg confit.

Prior to April, HelloFresh only had five options available to customers, which were never reported as out of stock. The launch of its premium options expanded its selection to eight meals.

HelloFresh told The Grocer it was “pleasantly surprised” by demand for the premium options and pledged to “plan around this for our future menus”.

Earlier this year, the company opened a 200,000 sq ft packing facility in London to help meet growing demand and offer new products such as its Easter box.

HelloFresh does not reveal its number of customers in the UK but at the end of May, announced it had reached one million customers globally.

In April, the company posted a 96% year-on-year increase in revenue to €597m (£506m) for the year ending 31 December 2016 and said the UK market had been instrumental in its growth.