HelloFresh Acquires Green Chef in Strategic Industry Move

In a new effort to appeal to more low-carb, Paleo, and keto dieters, HelloFresh has announced that it has acquired organic food delivery company Green Chef. With three gluten-free certified menus specially crafted to appeal to the Paleo, keto, or vegan dieter, Green Chef’s creative minds will now go to work assisting HelloFresh in unlocking the palettes of specialty dieters across the United States.

A plan for everyone

The features that make Green Chef stand out amongst a sea of meal prep kit services are their specialty menus and plans. Green Chef’s success was largely due to the meticulous planning of their “designer plans,” which were created to help consumers rest with the peace of mind that comes along with knowing that they won’t be risking their diet with dinner. The company even offers a keto kit, which includes low-carb options designed to help dieters stick to their plan without reading the labels of every item they picked up from the grocery store. Green Chef was the world’s first USDA-certified organic and certified gluten-free meal kit company, and their prep kits can be completed in as little as 20 minutes. The convenience of meal prep delivery kits has long been acknowledged as a defining characteristic crucial to their success, as a new generation of millennial consumers continue to offer increased patronage to healthy options that make eating easier.

The end of Green Chef?

If you yourself are a Green Chef subscriber, there’s no reason to fear the current merger. While Green Chef’s meal plans will still be in operation, their research and development team will also be helping HelloFresh expand their line of specialty plans as well. This means that consumers can expect more enticing keto and low-carb options than ever before, according to CEO of Green Chef Michael Joseph.

“We were the first certified organic and gluten-free meal kit company in the U.S., an important distinction to consumers who are committed to eating organically or are sensitive to gluten. With HelloFresh, we will only further amplify our mission to give consumers across the country a simple way to eat and live healthier,” Joseph confirmed in an interview with NASDAQ.com.1

HelloFresh–conquering the keto market?

As the world’s most profitable and most widespread meal kit company, maintaining success is all about keeping a finger on the pulse of changing consumer trends. The current acquisition is no-doubt inspired by a rapidly shifting culture of shoppers who are looking to cut the sugar and carbs and fill their plates with more conscious options. Additionally, as more and more research is published on the long-lasting benefits of a ketogenic diet, it is likely that more and more consumers will begin to cut the carbs and go keto. A move into the ketogenic market is smart for HelloFresh, a company that serves over 1.3 million customers, each with a unique palate and set of dietary needs. Keep an eye on HelloFresh’s offerings in the next coming months–skeptics may be surprised at just how flavorful the injection of skill from Green Chef may be.