HelloFresh on AWS

HelloFresh is a global digital-native CPG company and the world’s leading meal kit provider, operating eight brands across Europe, North America, Australia, and New Zealand. The company offers a diverse portfolio of direct-to-consumer subscription services, including meal kits and healthy ready-to-eat meals, tailored to different tastes, lifestyles, and meal occasions. By combining culinary inspiration with smart technology, HelloFresh creates more convenient, personalized and healthy meal experiences for millions of households worldwide, redefining how people discover, cook, and enjoy food at home.

HelloFresh's cloud journey

HelloFresh evolved from an ambitious startup into the world’s leading meal-kit provider. A global, digital-native Consumer Packaged Goods (CPG) company, HelloFresh has built on AWS since its inception to deliver millions of personalized meals weekly across the US, Europe, and Asia-Pacific.

With a data ecosystem built on tens of thousands of recipes and nearly 15 years of customer taste preferences, HelloFresh uses technology and data to continuously evolve how people discover and enjoy food at home. AI plays a key role in accelerating speed to market, helping connect households with the latest food trends by bringing new recipes to customers’ doorsteps faster than ever. HelloFresh is embedding AI across product development, engineering, and customer experience to create real operational impact: from accelerating recipe card development and marketing content creation to transforming mobile platforms and scaling enterprise AI use cases. In doing so, HelloFresh demonstrates how AI can move beyond experimentation into production at scale, while shaping the future of food tech.

HelloFresh transforms meal personalization with agentic AI on Amazon Bedrock

HelloFresh's commitment to innovation is exemplified by their successful GenAI projects on AWS, including a chatbot that increased self-service by over 60% globally, an automated recipe card creation process and automated provisioning of IT resources with GenAI. Looking ahead, HelloFresh continues to leverage AWS services like Bedrock for GenAI projects to drive hyper personalization and delight their customers through personalized meals and healthy eating plans.

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HelloFresh’s data journey: Insights from scaling to 1 billion meals | re:Invent 2024

HelloFresh’s explosive growth—200% yearly data expansion while scaling to eight brands across 18 countries—led to a cultural transformation to fully harness the power of data. Discover how HelloFresh, with AWS Cloud solutions, built an innovative, cost-effective data ecosystem.

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Building on AWS takes away all the need to think about what platform to use, how to scale, how to do the next innovation because we know we are unlimited from a scale perspective and from an innovation perspective

Assaf Ronen

Group President and CEO, HelloFresh US

AWS is the right platform to scale. You can start with very small services and there's no limit to the scale that you can create with AWS.

Assaf Ronen

Group President and CEO, HelloFresh US

At HelloFresh, 800+ employees are empowered to leverage the full potential of generative AI – enabled by direct access to foundation models through Amazon Bedrock. This accelerates innovation across our product development lifecycle, drives productivity at scale, and helps us deliver new features to customers faster than ever before.

Max Schultze

Director of Data Engineering, HelloFresh

About HelloFresh

Based in Berlin, HelloFresh SE is a global digital-native CPG company, and the world’s largest meal-kit provider operating in 3 continents. HelloFresh's meal delivery service simplifies meal planning and provides customers with high quality food and recipes for different meal occasions.