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I was in college when meal kits first hit the scene, and they were constant case studies in my business classes. Most of those brands no longer exist. But! I still see HelloFresh boxes on my neighbors’ porches, and stacked beside their recycling bins, constantly. It was one of the first meal kits to hit the market, and it still feels just as popular today.
In the spirit of celebrating 15 years of HelloFresh (and, somehow, almost 15 years since college) I revisited the brand that taught me to cook so many years ago. I was surprised by all that’s changed. HelloFresh is bigger, and also better, than it was when it launched in the US way back in 2012 shortly after its initial founding in Berlin.
Here’s what I’ve noticed – and why I’d still recommend it so many years later.
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Long story short: it still solves the same question.
What’s for dinner. Thinking about what to cook – and making sure you have what you need to cook what you land on – can be overwhelming. HelloFresh has always removed that mental load. Way back when, I was relieved not to scroll recipes, make a grocery list, impulse-buy half the store, or figure out how to use my remaining herbs. Still stands today.
It’s evolved beyond the classic formula.
When HelloFresh first launched, meal kits consisted of pre-portioned ingredients and recipe cards, largely for dinner. What surprised me when revisiting the brand is how much broader the experience feels now. There are so many options for breakfast, lunch, and dinner solutions: quick-prep, family-friendly meals, add-ons, breakfasts, and even fully prepared meals. And thanks to a recent refresh, you can now enjoy premium proteins like steak and seafood in select meals without paying extra.
The menus stay current.
Whether you’re trying to hit your protein targets, increase your fiber intake, eat more plants, or embrace Mediterranean-inspired eating habits, HelloFresh offers meals that support your goals (without a headache, I might add). They now offer an impressive number of high-protein recipes containing 30+ grams of protein per serving, veggie-forward meals, carb-smart picks, and flexible options for different dietary needs.
The recipes are approachable (but never boring).
HelloFresh has always made people feel capable in the kitchen. Revisiting the recipes now, I’m reminded how intentional they are: easy enough for weeknight cooking, but interesting enough that dinner feels satisfying. Some of my recent options included Japanese Hoisin Miso Glazed Trout, Indian-Style Butter Chicken, Korean-Style Kale & Carrot Bibimbap, and Uruguayan-Style Churrasco Steaks – delicious. There’s a reason the brand has been so many people’s “gateway” into cooking at home.
HelloFresh offers what most people want.
The fact is: most people want to eat at home more often — they just don’t want to do the planning, shopping, and prep work it entails. That’s what HelloFresh figured out early, and why it still feels genuinely useful. It’s no wonder so many millions of people, of all ages and cooking abilities, have not only tried HelloFresh, but stuck around year after year.
Fifteen years later, HelloFresh still makes home cooking feel manageable. But what surprised me is how much it’s evolved alongside…me! The menus feel more current, the options feel more flexible, and the overall experience feels aligned with health and wellness trends. Long story short: I see why HelloFresh has been around for so long – and I recommend trying it out if you somehow haven’t already.
Get a free ZWILLING Dragon Wok + 10 Free Meals for a limited time when you use code TQEWOK.*
*With fifth box of active subscription. Limited quantities available. While supplies last.
*Free meals applied as discount on first box, new subscribers only, varies by plan.
