100 Disruptive Brands 2017

Disruptive Brands



HelloFresh sends ingredients and recipes direct to people’s homes, based on the idea that the average household eats most (62%) of their meals at home.

Founded in Berlin in 2011 by former Goldman Sachs executive Dominik Richter, who is CEO, and management consultant Thomas Griesel, chief operating officer, it now operates in the UK, the rest of Europe, the US and Australia, serving more than 7.2 million meals per month to its subscribers.

Most recently the business raised €75m (£58m) lifting its valuation to €2.5bn (£2bn) and it has collaborated with Jamie Oliver, whose recipes have appeared in its food boxes. People can also now order chilled boxes to their office to take home.

Despite revenues increasing by 338%, it made an EBITDA loss in 2015 of £67m, and plans for an initial public offering are on hold.

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