HelloFresh launches ready-meal service Factor in Europe

HelloFresh is launching its ready-meal service Factor in Europe: the scoop is for Belgium and the Netherlands. The brand aims to become the market leader and grow into other European countries.

Competition for the supermarket

Factor has been successful in the United States market for ten years and now has a 60 % market share in ready-meals there. HelloFresh acquired the company in 2020 and has big ambitions with it: since the beginning of this year, Factor has also been active in Canada and is now targeting the whole of Europe, starting with the Netherlands and the North of Belgium. 

That means additional competition for the ready-meal offerings in the supermarket: “Compared to the traditional way of grocery shopping and ready-made meals in the supermarket, Factor’s model is based on actual customer demand”, Factor Europe’s Kaylyn Tolzmann claims. “All our meals are formulated by chefs and dieticians, based on extensive research into our customer needs.”

Flexible subscription formula

Customers can specify their menu preference (flexitarian, pescotarian, vegetarian or keto) and 25 % of the meal options are vegan or vegetarian. Thanks to modified packaging, meals are fresh for up to a week after delivery. Similar to HelloFresh’s well-known meal-delivery service, Factor works with a flexible subscription formula that customers can pause, cancel or change at any time.

Factor presents twelve fresh meals every week, both for lunch and dinner. This week these include: Mashed potato and leek with grilled chicken, roasted corn and fried courgette; Salmon with pesto, creamy spinach and haricots verts in tomato butter; or Thai green coconut curry with brown garlic-lime rice.