HelloFresh UK records strong FY2021 results, as demand for meal-kits continues to grow

HelloFresh, the UK’s leading recipe box provider, has announced its financial results for the full year 2021, showing continued strong growth in the UK.

HelloFresh recorded a net revenue of £430.7 million in 2021, increasing 69 per cent from the previous year and defends its position as the market leader in the UK. The business delivered over 116 million meals to UK customers in 2021, a growth of 81.7 per cent year-on-year.

These figures reiterate the ongoing shift in cooking across the UK, as more households value making meals at home. According to HelloFresh data, half of Brits are cooking more at home now compared to a decade ago and are implementing a wider variety of food. Despite the end of lockdown and the return of hospitality, the trend looks set to continue as UK consumers remain committed to cooking more from scratch and introducing more fresh ingredients (43 per cent) and vegetables (25 per cent) into their cooking.

Increasing HelloFresh’s investment in the UK

In order to meet increasing demand, the company continues to strongly invest in its long-term growth capabilities by growing headcount and adding UK facilities. It is opening its third distribution centre, The Orchard, in Derby this spring, quickly following the opening of The Beehive in Nuneaton in 2020.

The company increased its headcount by 500 new team members in 2021, increasing its UK headcount to over 2,000 colleagues.

HelloFresh UK CEO, Laurent Guillemain, said: “Our strong growth figures in the UK show that the British public truly believe in our vision of changing the way we eat forever. It was always going to be challenging to deliver on the growth we achieved in 2020, which was a year of lockdowns, but it’s great to see that we have surpassed all expectations.

“These figures would not be possible without the hard work and commitment of our team members, nor without the investments we’re making in the UK in terms of talent, infrastructure and sustainability. As we continue to grow, and more people begin to discover HelloFresh, I look forward to seeing what we achieve in 2022 and beyond.”

HelloFresh’s commitment to sustainability

Choosing sustainable options is becoming an increasing priority for UK consumers. In 2021, HelloFresh demonstrated its commitment to providing sustainable food choices by becoming the first Red Tractor Licensee within the recipe-box subscription sector. The certification means HelloFresh kits have met rigorous animal welfare and farming standards.

In mid-2021, HelloFresh was also awarded the B Corporation certification, recognised for meeting the highest standards of social and environmental performance, through accountability and transparency. HelloFresh’s sustainability journey will continue into 2022, including plans to further reduce packaging within deliveries.

2022 ambitions for growth

To continue to cater for changing cooking trends and meet UK demand for convenient and healthy meal solutions, HelloFresh is committed to expanding choice, flexibility and service levels for its customers. The company also plans to grow its second brand Green Chef, which launched in the UK in 2021.