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The Opportunity
HelloFresh is the world's leading meal-kit company, serving millions of subscribers across 18 markets. Historically, we have grown through paid acquisition, but the way people discover food is changing twice over. Search is being reshaped by AI, and a new generation of consumers is asking ChatGPT, Claude, Gemini, and Perplexity to "plan dinner for my family this week" instead of opening an app or a search engine. Whoever shows up in those answers wins the category-default position. Whoever does not is invisible.
We own the meal-kit category in organic search and in LLMs. The…
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