HelloFresh Loses Momentum After Years of Growth

HelloFresh Nordic, the Danish branch of the meal kit company, has seen its growth momentum falter after several years of expansion during the COVID-19 pandemic. The company's 2025 financial report reveals a 5% drop in revenue, totaling 734 million Danish kroner, marking the second consecutive year of decline.

The downturn in sales has impacted operations, with operating profit shrinking significantly to 7.8 million kroner, down from 26.2 million kroner in the prior year. This result fell short of management's expectations, primarily due to currency exchange costs. Higher expenses for raw materials and fuel also contributed to the decline, alongside investments in product improvements and marketing.

Despite the challenges, HelloFresh aims to reignite growth through increased marketing efforts, noting positive signs in the current year. However, leadership expresses caution for the 2026 outlook, citing potential further price increases and economic uncertainties. Globally, the parent company HelloFresh reported a 11.8% revenue decrease in 2025, with worldwide meal kit sales dropping by approximately 15 million units compared to the previous year.