HelloFresh expands to Japan


HelloFresh has set its sights on Japan: the meal-kit delivery company is looking for a managing director there. In the meantime, the company also hopes to start selling sandwiches and wine in the Benelux.


Launch in Japan

Within five to seven years, HelloFresh aims to grow from 3.6 billion to 10 billion euros in turnover. To achieve this, the German company is now preparing for further international expansion. The market leader in recipe-kit services is looking at the Asian market: a vacancy for managing director in Japan has appeared on the website. That's what Exciting Commerce has tipped off.


HelloFresh is looking for someone to take charge of the launch in Japan, at "very short notice", according to the job description. Candidates must be fluent in English and Japanese, but in return, they will receive a "very attractive" salary with the opportunity to acquire shares.


Men and lunch

Since its success, thanks to the coronavirus crisis and several major acquisitions in the US, HelloFresh has set the goal of becoming the largest, fully integrated Food Solutions Group worldwide. In the United States, this means focusing on further developing a multi-brand strategy, while in the Benelux, the company wants to capitalise on existing customers.


HelloFresh also wants to be there for every moment of the day and sees customer potential in singles and men. By 2025, the HelloFresh Market range - wines, sandwiches, starters, etc. that customers can order - will expand from 500 to 2000 products.