AWS for Industries

AWS is How: HelloFresh Delivers a Personalized Experience to Millions of Customers Around the World

Mealtimes are important sources of connection, comfort, and self-care. And though we all have different lifestyles and preferences, we tend to crave similar qualities when it comes to food: variety, novelty, nutrition, convenience, and great taste. In essence, great food experiences are personal experiences that offer plenty of choice and flexibility.

HelloFreshEnter HelloFresh, the most popular meal kit in the world. HelloFresh provides fresh, healthy, affordable ingredients and easy-to-follow recipes that are delivered straight to your door. The company also operates a lean and innovative supply chain designed to eliminate food waste, reduce carbon emissions, optimize packaging, and favor local ingredient sourcing. With operations in 14 countries, HelloFresh delivered more than 600 million meals to 5.3 million active customers last year, providing organized, preportioned meal kits tailored to serve different household sizes, schedules, and tastes. The HelloFresh approach to meeting diverse needs, creating new menu options, and providing convenient delivery to each home it serves depends on two crucial ingredients: maintaining a deep understanding of its customers and staying agile across every aspect of its business, including product development, production, and distribution.

This is why HelloFresh uses Amazon Web Services (AWS). With AWS, HelloFresh gets a reliable, global cloud infrastructure that easily scales to support the company’s growth around the world. With the help of AWS consultation and expertise, HelloFresh has modernized its data capabilities, moving from its legacy database to a data lake where it can centralize storage of both structured and unstructured data. This makes it easier for HelloFresh to bring together information from multiple data sources and use analytics tools to gather insights that it can use to improve its services and create new offerings for customers. Using AWS, HelloFresh maintains a closer connection to changing customer preferences and the flexibility to quickly adapt its meal offerings and delivery services.

HelloFresh runs much of its data management on Amazon Simple Storage Service (Amazon S3), a service that offers industry-leading scalability, data availability, security, and performance. It also uses Amazon Relational Database Service (Amazon RDS) for automating time-consuming administration tasks related to database management, such as hardware provisioning, database setup, patching, and backups. Also important to HelloFresh data management is Amazon EMR, a big data platform that makes it easier to process vast amounts of data using open source tools.

See how HelloFresh is using AWS to deliver personalized customer experiences in the new “AWS Is How” campaign. Learn how retail companies can use AWS to build solutions that enhance customer experiences and deliver insights that improve operations.

Ed Jimenez

Ed Jimenez

Ed Jimenez is the Global Head of Retail Industry Marketing at Amazon Web Services where he helps retailers leverage the power of the cloud to accelerate their digital transformation. Prior to joining AWS, Ed served as VP of Marketing for Sight Machine, led Cisco’s industry and retail marketing teams, and was a retail/CPG technology analyst with Gartner.