HelloFresh, best known for its meal kit delivery service, is opening an online store where consumers can scoop up groceries along with their meal kit.
Thursday, the company unveiled HelloFresh Market, where customers can add items such as fresh produce, snacks or other essentials for their pantry.
The new options will be available to HelloFresh customers in the USA in the coming months.
The market will include food bundles customers can order to pull together a quick meal. It will feature items from partner companies such as Pillsbury, Intelligentsia Coffee and Annie’s.
Customers who use HelloFresh plans can make purchases through the Market and add them to their weekly orders. The Market launched in the Benelux region – Belgium, the Netherlands and Luxembourg – and allows HelloFresh customers to choose from 150 add-on items to their orders.
“We are excited to offer customers an expanded selection of delicious meal solutions and grocery items that will fit their needs beyond dinnertime, especially at a time when Americans are embracing online grocery services more than ever,” Uwe Voss, CEO of HelloFresh U.S., said in a statement.
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Interest in online grocery delivery surged during the COVID-19 pandemic as Americans locked down at home and limited trips to public places. According to supermarketnews.com, 79% of consumers switched to online grocery delivery, compared with 81% who had never bought groceries online before the pandemic.
Services such as Instacart and Shipt thrived during the pandemic, while retailing giants Amazon and Walmart expanded their online grocery options.
Contributing: Keira Wingate
Follow Brett Molina on Twitter: @brettmolina23.
This article originally appeared on USA TODAY: HelloFresh opens online store to buy groceries, meals