Two years after its launch in the Netherlands and the Dutch-speaking part of Belgium, HelloFresh is now also launching its brand of ready-to-eat meals Factor in the latter’s French-speaking parts. “Sales in Flanders are better than hoped for”, the company says, indicating it wants to continue growing in Europe.
Positive tests
HelloFresh bought American meal producer Factor in 2020 and launched the brand in Europe in 2023, starting with the Dutch and Flemish markets – for logistical reasons, as the fresh meals are prepared in the Netherlands. Meanwhile, Factor is present in five European countries: in addition to Belgium and the Netherlands, it has also launched in Denmark, Germany and Sweden. With the move into Brussels and Wallonia, the brand is serving a French-speaking market for the first time.
