GENERATIVE AI
“ After years of serving millions of customers around the world, HelloFresh has built the world’ s largest recipe database, paired with a wealth of proprietary insights into what people love to cook and eat,” says Assaf Ronen, Group President at HelloFresh.
HelloFresh technology strategy addresses content production bottleneck The tool suite automates production and design elements of the recipe card creation process, enabling HelloFresh’ s culinary teams to focus on dish development rather than managing layout and visual design workflows. The technology strategy addresses a fundamental challenge in scaling meal kit operations: how to expand recipe variety without proportionally expanding creative and production teams.
The recipe card automation follows a US $ 70m investment in AI-driven menu expansion reported by Bloomberg, which would more than double weekly meal offerings in the United States from 45 to over 100 recipes. That investment also included AI-driven robotics being installed in distribution centres to speed up order packing, according to the report, indicating a broader technology deployment strategy across HelloFresh’ s operations.
Extended editing and design cycles meant recipes waited weeks or months before reaching customers, limiting HelloFresh’ s ability to respond to market trends or customer feedback. The manual process also constrained menu diversity as the company expanded geographically.
“HelloFresh has built the world’ s largest recipe database, paired with a wealth of proprietary insights into what people love to cook and eat”
Assaf Ronen, Group President, HelloFresh
By applying Gen AI to automate layout and visual design tasks, HelloFresh has decoupled recipe development pace from production capacity. The system transforms chef-created recipes into formatted cards that maintain standardised output across HelloFresh’ s multi-country operations and eight brands.
HelloFresh AI strategy supports broader operational transformation goals The AI-enhanced recipe card system represents one component of HelloFresh’ s broader technology strategy targeting operational efficiency, waste reduction and customer personalisation across its global footprint.
108 February 2026