Global Pricing Strategy & Discount Strategy Lead, HelloFresh

On the back of a boom in subscriptions during the pandemic, HelloFresh secured its place in the new food market. However, the cost-of-living crisis has meant that the company and its peers have faced dwindling subscriptions, resulting in layoffs and a need to refocus towards a more sustainable future for the business.

That said, HelloFresh still benefits from being a leader in the sector and from its B Corporation status - properties that mean it remains a top option for consumers who want to try meal kits. Only time will tell if the company can sustain its success moving forwards, at a time when its product, however enticing, is becoming less affordable for the general public.