Global meal-kit provider HelloFresh is adding more seafood species and bigger portions to its array of easy-to-prepare home-cooked meal options.
New York City, New York, U.S.A.-based HelloFresh North America said the “major menu transformation” is aimed at empowering every household to discover the love of home cooking.”
“Whether it's a craving for globally inspired flavors, a need for quick weeknight solutions, or a focus on nutrition with fresh seasonal vegetables or high-protein options, the revamped menu is crafted to fit seamlessly into the home cook’s tastes and preferences,” the company said.
In response to customer feedback, HelloFresh is offering larger portions, as well as offering higher-quality proteins as part of its core menu offerings.
“This includes tripling the amount of seafood offered each week such as sustainably sourced salmon, shrimp, barramundi, and cobia, along with various cuts of steak and increasing chicken portions,” the firm said.
Additionally, because 81 percent of Americans say health is their top motivation for cooking more at home in the year ahead, according to HelloFresh’s The 2025-2026 State of Home Cooking Report, the company is launching more low-calorie meals, which are under 650 calories per serving, and high-protein meals, which have over 30 grams of protein per serving.
HelloFresh is also doubling its offerings to more than 100 weekly menu options, allowing customers to choose among a broader selection of dishes and flavor profiles.
“We’re introducing so many new flavorful recipes that excite the palate and make cooking enjoyable and easy,” HelloFresh Executive Chef and Head of Culinary Innovation Kristin Bryan said. “Our culinary team is committed to continually raising the bar, with even more bold flavors, seasonal ingredients, and inventive recipes coming in the months ahead.”
Elsewhere, competitive meal-kit firm Blue Apron, which is also based in New York City, relaunched its business with a new identity, an expanded product lineup, and a subscription-free shopping experience.
The Wonder Group acquired the struggling company in October 2023 after the firm had gone through layoffs and a financial restructuring.
“Reimagined for today's busy households, the new Blue Apron offers more convenience, flexibility, and culinary variety than ever before – while maintaining the premium ingredients and chef-designed quality that made it a household name,” the company said.
Instead of “rigid subscriptions and fixed meal plans,” Blue Apron is introducing a modern, à la carte approach that lets customers shop what they want when they want, with no commitment required, according to the company.
The meal-kit provider has increased its offerings to more than 100 meals each week – more than double its previous assortment – with 75 percent of the menu featuring options for customization.
"The new Blue Apron is all about meeting customers where they are, with more flexibility, more convenience, and fewer barriers. We know families are juggling a lot, especially during the dinnertime rush between 5 and 8 p.m. They need options that are fast, nutritious, and still feel special,” Blue Apron General Manager at Wonder Whitney Pegden said.
Changes made by both companies coincide with Americans eating out less.
KPMG’s Consumer Pulse Summer 2025 report recently found that Americans expected to spend 7 percent less each month on restaurants this summer, and many are turning toward cooking more at home.
