HelloFresh launches special diet brand in the Netherlands where ‘35% of consumers follow a nutrition rule’

HelloFresh launches special diet brand in the Netherlands where ‘35% of consumers follow a nutrition rule’


HelloFresh launches special diet Green Chef brand in the Netherlands where ‘35% of consumers follow a nutrition rule’

Meal kit provider HelloFresh has launched its special diet Green Chef brand in the Netherlands after spotting strong interest in special diets among consumers in the country.

The Berlin-based business operates in the UK, US, Germany, the Netherlands, Belgium, Luxembourg, Australia, Austria, Switzerland, Canada, New Zealand, Sweden, France and Denmark. Its weekly meal kits come with pre-packaged fresh ingredients and cooking instructions and take typically 30 minutes to prepare.

Green Chef, which plans meals to fit around customers’ healthy eating goals, was founded in the US and later acquired by HelloFresh in early 2018. It has since been scaled up.  

Following Green Chef’s success in the US, and a successful expansion to the United Kingdom in 2021, the company is now introducing the brand for health-conscious customers to the Netherlands.

Green Chef’s value proposition provides the perfect opportunity to target distinct customer segments, said HelloFresh. For this purpose HelloFresh has tailored the brand and product proposition to a health-savvy Dutch consumer. Green Chef will offer a variety of plans to cater to different lifestyles and dietary preferences, such as vegan, vegetarian, pescatarian, flexitarian, lower carb and keto. All of Green Chef’s recipes are created by a team of certified dieticians with a big focus on flavour, quality ingredients and variety to create inspiration for every dish. Their work will offer health conscious consumers greater convenience, and peace of mind while following their preferred diet.



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