
HelloFresh Australia has launched its biggest menu overhaul to date, adding 40 per cent more recipes and a swag of new premium ingredients to its weekly lineup.
The refresh takes available weekly options to 350+ with the ability to swap and add ingredients across every meal. The expanded menu brings more choice across dietary preferences and protein, with a weekly offering of Australian-sourced beef and lamb rump joining seafood options like prawns and barramundi. Gourmet vegetables and a wider range of new ingredients have also been added across the menu.
Hannah Gilbert, Head of Culinary at HelloFresh Australia and New Zealand, said, “As part of the refresh, we’ve introduced more premium ingredients across the menu, including customer-favourite proteins like a weekly offering of high-quality Australian-sourced beef and lamb rump, alongside seafood including salmon, prawns and barramundi.
“We’re also leaning into global authenticity; customers can now master international cuisines at home using truly authentic ingredients, such as fragrant sambal, laksa pastes and kimchi. These additions join a range of new favourites like smoked salmon, pancetta, and gourmet dumplings, allowing home cooks to elevate their midweek routine with ease.”
The refresh also brings practical improvements to the delivery experience. New lined meal kit bags have been introduced to reduce outside moisture, keep produce fresher for longer and support better ingredient quality from the moment it arrives at the door through to dinnertime.
The packaging itself has also had a makeover, with the familiar box now arriving in a bold new green, signalling the broader changes across the HelloFresh experience.
The HelloFresh app and web experience have also been updated, with improved navigation and personalised menus rolling out in the coming months. A new cookbook feature lets users transform saved social media reels into step-by-step meals directly inside the app, tapping into how Australians already discover recipes online.
Andreas Dinkel, MD and CMO of HelloFresh ANZ, said, “This marks an exciting new chapter for HelloFresh. The green box is more than a fresh new look. It reflects the improvements we’re making across the experience, with more choice, higher quality and even more to look forward to at dinnertime.
“We know our customers want meals that feel convenient without compromising on variety or quality, and this refresh is about continuing to deliver on that.”
Source: We Are Different
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