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This article was published on December 11, 2012

    Online grocery startup HelloFresh raises ‘millions’ in funding from Rocket, Kinnevik and others

    Online grocery startup HelloFresh raises ‘millions’ in funding from Rocket, Kinnevik and others Image by: Veniamin Kraskov
    Robin Wauters
    Story by

    Robin Wauters

    Robin Wauters is the European Editor of The Next Web. He describes himself as a hopeless cyberflâneur, a lover of startups, his family a Robin Wauters is the European Editor of The Next Web. He describes himself as a hopeless cyberflâneur, a lover of startups, his family and Belgian beer. If you'd like to know more about Robin, head on over to robinwauters.com or follow him on Twitter.

    HelloFresh, an online retailer that sends its customers fresh ingredients and the recipes needed to turn them into something tasty, has received fresh ‘growth capital’ from new investor Vorwerk Ventures and prior backers Rocket Internet, Holtzbrinck Ventures and Kinnevik.

    The company declined to disclose the financial terms of the investment deal, only that it concerns a “high seven figure sum” and “between $5 million and $10 million”. The startup says it plans to increase net sales tenfold in 2013, which, of course, is also rather meaningless considering we don’t know the starting point.

    What we do know is that they recently delivered its 1 millionth meal in home country Germany, and that the company employs over 100 people in Berlin and international offices.

    What HelloFresh offers is a “soft subscription” (with no minimum subscription period and the ability to cancel at any point) that allows customers to receive a box of recipes and matching, pre-measured and healthy ingredients once on a weekly basis with free home delivery.

    Plans start at $59 per week, and all customers need to do after delivery is pay, and cook.

    Founded in December 2011, the online grocery company is currently active not only in Germany but also in the Netherlands, UK, France, Australia and the United States.

    Top image credit: Thinkstock