HelloFresh SE, Germany, announced its retail introduction, starting at 581 stores under the Ahold Delhaize U.S.A. brand’s Giant Food (Landover) and Stop & Shop.

HelloFresh conducted global pilot programs to optimize its retail brand for taste and freshness, but also with a keen focus on how to make convenient meal kits successful for grocers.

"How we’ve been embraced by retail brands shows the quality product line HelloFresh has brought to market,” says Tobias Hartmann, president for North America. “HelloFresh strikes a chord with households that want fresh dinners on the table, without artificial ingredients or overly complicated recipes. The addition of retail, a channel well-placed to benefit from the unique data, brand and infrastructure assets we have built out over the years, allows us to better address the everyday needs for even more customers, adding what we view as a highly complementary customer segment.”

HelloFresh also designed unique packaging to optimize shelf space.

“Grocers needed to profitably replace underperforming or low-margin product categories and meet their customer demands for chef-curated, fresh and convenient meals,” says Hartmann. "Our retail line reduces the pressure on grocers to create these meals themselves, and easily integrates into growing areas of their business such as online grocery and delivery.”

HelloFresh’s retail offering includes Peppercorn Steak, Mediterranean Style Chicken, Homestyle Meatloaf, Chickpea Couscous and Paprika Chicken, for a suggested retail price of $14.99-19.99.