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Meal kit company HelloFresh announced the "launch of HelloFresh Market, an online store offering customers a range of delicious add-ons, from quick meals to pantry essentials."

According to the announcement, "The Market gives customers a convenient way to get breakfast options, ready-to-heat meals or everyday items – such as fresh produce, snacks, desserts, sides, spice blends, grocery essentials, and more – delivered to their doorstep simply by adding them to their weekly HelloFresh order. The range of Market offerings will be rolling out to all customers across the U.S. over the coming months."

The announcement goes on:  "The introduction of the Market is part of HelloFresh’s mid-term growth strategy, an important step towards becoming the world’s leading fully integrated food solutions group. While HelloFresh has largely provided dinnertime recipes until now, the Company also sees opportunities in other meal occasions.:

And, the company said, "The introduction of Market in the U.S. follows a successful launch in the Benelux region, where customers can choose from over 150 add-on items to complement their weekly meal kit recipes. Within this region, HelloFresh observed a strong link between the size of the product range and the proportion of customers purchasing add-ons through the Market, which the Company will look to replicate in the U.S. As a result, HelloFresh is significantly expanding its product range across categories to provide customers with a variety of items tailored to enhance the shopping and cooking experience."

KC's View:

This actually strikes me as a very good idea, especially if they keep the SKU count tight and targeted.  It also seems to me that somewhere in here is the opportunity for some sort of consolidation … not sure by who, but this just feels like the kind of attention-getting move that could attract a suitor or two.