HelloFresh, Another Recipe-in-a-Box Company, Raises $125 Million

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Another delivery company is looking to make money off your refusal to buy food in regular portions

The Berlin-based company has opened an office in New York City to compete with Blue Apron, Plated, and other rivals. 

You’ve definitely heard this pitch before: yet another startup company wants to make money off your unwillingness to go to the grocery store, by delivering prepackaged, premeasured ingredients to your door, plus a list of directions.

Existing services that do this, like Blue Apron and Plated, do exactly this and people love it, which is why the Berlin-based HelloFresh is looking to tap into this market.

On Friday, February 6, HelloFresh announced that it had raised $125 million in funding, which will give the company “room to experiment in its race against direct rivals and stave off burgeoning competition,” as well as connect with new vendors, according to Crain’s New York.

The competition now also includes Amazon, whose delivery service launched in late 2014.

“It definitely helps us from a competitive standpoint,” said HelloFresh CEO Seth Goldman of the new funding. “It will help us accelerate the pace of our growth, which seems to be already as fast as anyone can go.”

Related

Check out HelloFresh’s nationwide delivery regions online.