HelloFresh adds larger family meals, quick items for kids

Meal-delivery platform HelloFresh has launched a new menu geared for families that offers bigger portions and allows more customization of meals.

The HelloFresh Family menu, launched in conjunction with the back-to-school season, seeks to offer meals that can appeal to a range of taste preferences and dietary restrictions. New items include “Build-a-Plate” options such as a Spaghetti & Meatball Bar and a Grilled Cheese Sandwich Bar that feature a main dish with various sides, toppings, and add-on options.

In addition, HelloFresh is introducing a six-serving meal plan that the company says can feed larger households or provide leftovers for future meals. Previously, meal plans were available only in two- and four-serving sizes. Prices start at $119.88 for two, six-portion
meals per week, with the first box offered at about half price, according to a promotion on the HelloFresh website.

The new menu also features “Big Batch” recipes, such as Slow Cooker Slammin’ BBQ Chicken Sandos, that provide double the portion sizes.

Other new menu offerings include quick meals developed specifically for kids, such as Turkey Gouda Pinwheels and Cheesy Flatbread Pizza, along with family-friendly recipes that can be prepared in 20 minutes or less, such as Hail Caesar Chicken Wraps.

“As a mother and chef, I understand first-hand the challenges families face when it comes to preparing wholesome meals that everyone will love, especially during the busy back-to-school season,” said Kristin Bryan, senior director of culinary innovation at HelloFresh.

The company’s efforts to target families by offering convenient options for children during back-to-school season follows a similar effort at Walmart. The retailer this year launched a “one-click food basket” that supplies ingredients for two weeks of kids’ school lunches for about $2 per day.

In addition to rolling out the new family meals, HelloFresh is also partnering with the No Kid Hungry campaign, which supports school and community meals programs, among other efforts to alleviate hunger among low-income children. For each kids’ meal selected
from the HelloFresh marketplace in September, the company will donate $1 to No Kid Hungry.

HelloFresh kicked off its partnership with No Kid Hungry in June by hosting meal kit distribution events, installing pop-up community food pantries, and pointing families to resources from No Kid Hungry.