HelloFresh Case Study: Overcoming Sustainability Challenges Analysis

This case study delves into the challenges faced by HelloFresh in maintaining sustainability while pursuing growth. It identifies issues such as excessive packaging and the need to adapt to changing consumer behaviors post-COVID-19. The report analyzes HelloFresh's efforts to address these challenges, including carbon offsetting programs and strategies for forecasting demand. It also examines the company's competitive position and its sustainability initiatives, such as reducing carbon emissions and minimizing food waste. The analysis highlights the importance of balancing sustainability with customer expectations and operational efficiency, particularly in the face of increasing competition and evolving market dynamics. This document is available on Desklib, a platform offering a wide array of study resources, including past papers and solved assignments, for students.

Case study

EXECUTIVE SUMMARY
This report is based on the the Hello Fresh organisation that is engaging in delivering the
meal boxes to its customers. In this report, there is a discussion about the analysis of the
challenges and issues faced by the respective company in maintaining sustainability along with
acquiring the future benefits. Main purpose of this report is the identification of various
difficulties faced by Hello Fresh and solution to overcome these challenges. On the other hand, to
mitigate such difficulties, respective firm is exploiting various efforts or techniques so that they
become capable to manage their issues and also gain the competitive edge within market place.
Company has its presence within different nations so it is essential for them to use the
multinational efforts or practices so that it can attain the global edge. Therefore, this report is all
about the challenges regarding sustainability and way or solution to win over such challenges.

I
Contents
EXECUTIVE SUMMARY...............................................................................................................2
INTRODUCTION.............................................................................................................................4
Statement of the problem...............................................................................................................4
Research aims and objectives........................................................................................................4
Structure of the rest of the report...................................................................................................4
CHAPTER 2: Case brief: Description of the situation......................................................................6
CHAPTER 4: Analysis & Findings...................................................................................................8
CHAPTER 5: Proposed solution to problem...................................................................................10
REFERENCES................................................................................................................................12

INTRODUCTION
Statement of the problem
One of the major issues came across while studying the report is that difficulties and
barriers faced by the Hellofresh is to hold up the sustainability levels in their functions as well as
operations. The company has faced repercussion because of their practices in which the company
used huge amount of plastic in the boxes which are delivered worldwide. Currently the company
is adopting the carbon off setting programs but still they need to do more such practices to
contribute in saving the environment. Another difficulty which Hellofresh faces is that are they
capable to maintain their sales after the pandemic or not. There was a rise in the sales due to
pandemic, as people did not preferred to go out at that time.
Research aims and objectives
Research Aim
to determine the importance of delivery of the meal kit during the time of the pandemic,
there is a study on Hellofresh
Research Objectives
to study and understand the history and the growth of the Hellofresh
to find out the competitive position of Hellofresh
to measure the changes adopted by the Hellofresh because of the pandemic.
To analyse the sustainability level within the Hellofresh.
Structure of the rest of the report
Introduction – this is the first chapter which includes the aim as well as the goal of the
study with the problem in the case study.
Brief of the situation – this is the second chapter which includes the detailed brief of the
situation from the case study.
Analysis plan – this is another important chapter that complies the alternative information
which majorly focus on addressing each question. The case study also includes the theories,
concepts, models etc.
analysis and findings – in this portion, the proper analysis has been done on the basis of
the collected information from literature review's chapter.

Solution to the problem – the last chapter's focal point is over giving more
recommendations for the one problem.

CHAPTER 2: Case brief: Description of the situation
The study is centred over the impacts of pandemic on the meal kit's business. In the last
previous year, Hellofresh have accomplished the race in comparison with the rival firm. In almost
14 countries the company has expanded its business and operations, also increased the their
product line in order to satisfy customers and the market. Despite the large competition, while
keeping the quality and relevancy, acquiring of the green chef helps the Hellofresh in focusing
over the sustainability. The company has putted efforts in becoming the first carbon neutral meal
kit company. However, Hellofresh has to clear the customer's major concern of the which is extra
packaging. Pandemic has became the opportunity to grow and succeed after many year of efforts.
The current study's focal point is how the firm has used several strategies to be sustainable in the
business operations.
CHAPTER 3: Problem statement, plan of analysis and literature review
Problem Statement
The current study’s issue is to maintain the sustainable level in the business’s operations
and functions. It is figured out that the company is facing lot of problems because the customers
do not like to use plastics in any meal kit. There were complaints raised by the customers
regarding the packaging. Which made the company attract the more customers to various offerings
(Katte, 2019). The company has taken the initiative and started monitoring the packaging.
Analysis plan
The research was based on the secondary and alternative information. To evaluate and
examine the data in a sequenced manner, the thematic analysis is used. One of the major
advantage of thematic analysis is that it helps in understanding the accuracy of the information.
Literature Review
History and growth of Hellofresh
According to Marchant-Forde and Boyle (2020). Hellofresh is the most known grocery
start ups store which was implanted by the two businessman of Germany. The CEO of the
company is the Dominik Richter and the founder is the young man who completed his graduation
from the London school of economics. Richter was inspired by the LinasMatkasse which is
Swedish company. There was curiosity in Richter to test that their decided business model can

really go on the far side of the Nordics, who is the rocket Internet’s chief executive officer.
OliverSamwer, a German internet enterprise that invested and incubated in online startups. After
securing money in November 2011, Richter, Thomas Griesel and Jessica Nilsson had co-founded
Hellofresh. Earlier referred to as Jade 1314 in Berlin. The essential center of attention of the
commercial enterprise mannequin used to be to supply meal containers with elements that are pre-
packaged. These factors are used for growing and making scrumptious meals. Customers had been
invited to use this provider thru virtually subscribing on the website of the organisation. This
agency had regarded magnificent success and improvement due to the fact it has begun out its
operations simply after 40 days of founders’ meeting. This employer is now lively in almost 6
cities of Germany alongside with 5 other worldwide areas which include: Netherlands, France,
UK and Australia.
Competitive function of Hellofresh
According to Li and et. Al., (2021), companies of meal kit are usually expected to deliver
exact that are perishable in nature in impeccable condition. Their recipes required for appealing
taste of clients and the elements need to be seasonal and on hand locally. Flawless communication
between the fulfilment facilities and suppliers was once essential. All of this depend upon the
potential of forecasting the demand of customers in regards to grocery boxes. Hellofresh used to
be one of the agencies who have mastered all these operations and they are performed under
operational infrastructure of the company. Hellofresh has focused over forecasting the demand of
its enterprise so that they can prepare their provide as per the demand of their products. This
employer uses internet site activity, purchaser comments and survey. This assists in clean
functioning of the enterprise and its various operations. In 2017, Logistics giant Amazon had
acquired Whole Foods. They commenced their business and started promoting meal kits in the
equal market (Braker, 2020). Other corporations like Publix, Walmart and Kroeger have
commenced promoting meal kits in their brick-and-mortar retailers and stores.
Changes adopted via Hellofresh due to outbreak of world pandemic COVID-19
As per the view of Kombanda and et. Al., (2022), outbreak of international pandemic
COVID-19, many corporations have shut down permanently. Government has imposed many
restrictions which consist of social distancing measures and lock down restrictions. This has
changed the patron behaviour and now they have commenced making fewer trips to supermarkets
due to concern of unfold of pandemic. With the restrictions and measures of lock down, there was

excessive demand of meal-kit deliveries and it has expanded revenues of Hellofresh. In the yr
2020, Hellofresh has considered enlarge in their variety of consumers from 2.48 to 4.18 million.
By mid-2020. Hellofresh had delivered 260 million ingredients in the complete world. So, in less
difficult words meal kit industry has viewed super success at some stage in the global pandemic
COVID-19. It is additionally decided that company continues to make bigger their revenues and
income even after world pandemic due to the fact it has created frame of mind among human
beings that they put together their meal at their domestic only.
Sustainability level inside Hellofresh
According to Kim and et. Al., (2022), the foremost mission of Hellofresh is to affect
society in a tremendous manner whilst imparting every household the chance of enjoying
delicious, wholesome and fresh meals. There are positive missions of Hellofresh in phrases of
retaining sustainability. Budget focused it assisting customers to keep actual cash with their every
and each order. The other one is fitness focusing at supplying nutritious and more healthy meals to
customers. Another mission is providing taste in which they get probability of enjoying tasty and
diverse tasty food. Last however no longer least, the essential mission of Hellofresh is
sustainability. It helps a better ecosystem and lowering the have an effect on on environment.
Thus, Hellofresh focused over addressing the task of meals waste worldwide. Hellofresh has
adopted method of forecasting. With this method, corporation focused over imparting specific
wanted amount for every recipe so that food waste can be reduced from every household. For
attaining gaols of sustainability, Hellofresh has commenced to limit and tune its carbon emissions
per meal following the UN Sustainable Development Goal ( Yang, 2017). Hellofresh has
additionally taken initiative and committed to assist carbon offsetting programs.
CHAPTER 4: Analysis & Findings
From the preceding discussion it can be analysed that the HelloFresh is facing various
issues or difficulties in their operations related to the utilisation of new feature and way in
business. Respective organisation is also planning to put their major efforts with the purpose to

develop a sustainability in their business. Hello Fresh is a leading meal kit in this world and this
company has follow a fast paced growth and development strategy. German food deliverer is
utilize various value chain with the purpose to be capable to establish their business within in 14
nations (Ajaz and et. al., 2022). Respective company is gaining a high disapproval in their
packaging as major objective of this firm is to manage a sustainability in their work processes.
Utilisation of plastic become a negative aspect for the Hello Fresh. During COVID 19 crisis,
customers were constantly ordering and firm gained a high sale but at the same time, customers
did not want an infection within their home that could be spread through utilisation of the plastic.
In 2020, major objective of the Hello Fresh is to maintain the sustainability into their
organisational functions so that they can handle the market competition very effectively. During
pandemic, it was noticed that respective firm has faced various issues in their operation as they
has to manage their functions with the limited resources like finance and human resources. As
their are various restriction during COVID 19 due to which Hello Fresh has faced many
challenges in reaching their customers. But after pandemic Hello Fresh had formulate such
strategy that help them to acquire a long term sustainability. Still the organisation is delivering is
products with a high amount of packaging by using plastic so major issue with the Hello Fresh is
utilisation of the carbon offsetting programs (Džakula and et. al., 2022).
An analysis have shown that food provided by the Hello Fresh are biodegradable in nature but
this company has promises to their customers to deliver same in tact position customer can
consume the same without any issue. Hello Fresh has also focused over forecasting the demand of
their boxes in order to fulfil the demand. Respective company has various competitors such as
Tesco, Walmart and many others. Considered firm is managing their business within seven
German cities and 5 nations such as Netherlands, UK, France, and Australia. Within two years
company has reached from 0 to 100 worker growth. During 2015-2020 the Hello Fresh has
entered its product range and also included different brands.
Number of the internet user have enhanced in the current decades around 62% that means
that usage of technologies and internet have increased that impact the Hello Fresh positively.
Respective company has increased its customer around 2.48 to 4.18 million. During pandemic,
respective company has gain a high success as it had delivered around 260 million meal across the
world. So it can be said that Hello Fresh has gained a high success at the time of COVID 19
(Gigauri, 2022).

Mission of the Hello Fresh is to acquire a sustainability in its business so that it become
capable to create a positive impact on society. Respective firm is working for its mission of
providing healthy and delicious meals to its customers so that consumers can enjoy its food.
Another mission of this company is to provide healthy and nutritious food with the purpose to
maintaining a sustainability efficiently (Iqbal and et. al., 2022). Hello Fresh is mainly emphasised
to address the challenges or issues of wastage in which respective company has adopted the
methods of forecasting. Respective company has analysed that the food waste is major
component or issues noticed in food sector. Therefore, in order to mitigate the issues or
challenges of food waste, it is practising to undertake various efforts that help them to attend their
objectives.
CHAPTER 5: Proposed solution to problem
As Hello Fresh is uses plastic in packaging their meal, due to this, respective company
facing various issues in its sustainability. In order to manage the sustainability, respective
company must use the recyclable packaging material with the purpose to reduce the carbon
emission. Hello Fresh can also use the recycling journal found meal kit as it reduce the gas
emission by 33%. The organization have observed that due to such emission a logistic
contribution is also can be minimised and the firm is needed to emphasise over the same. Every
ingredients in its meal kit is packed individually that is major concern of every customers.
In recent time, Hello Fresh is most sustainable kit in this industry as form beginning,
respective company has put its efforts to develop sustainability by suing an optimal value chain in
its business. The Green certified renewable energy resource are being utilised by the company so
that carbon emission can be reduced and goal of the sustainability can also met. Main aim of this
company is to offsetting around 50000 tons of the carbon and approximately 24000 megawatt of
the electricity so that the differential edge within market can be accomplished. Among all the
other rivals, respective firm was that one who support the carbon offsetting programs publicly.
General sentiments of such plans is to reduce the risk of complacency and lack of their actual
effectiveness.
Another challenges for the Hello Fresh is related to its business operation during
pandemic. As due to heavy demand and limited resources this company wan not capable to all all

the demands effectively. That means, company has exploited differential operation tools or
techniques in its business with the purpose to attain the business functions effectively.
Hello Fresh has utilized a prominent supply chain in its business with the aim to manage
the resources in an appropriate manner. Respective company is monitoring its ingredients in such
a way that supply and demand can be aligned effectively and properly. This organisations has
launched the initiatives in its packaging so that they are not designed with a heavy cardboard. It
also make enable the company to maintain its position within market (Kundu, Tuteja and Chahar,
2022).
Hello Fresh has expanded its business within 14 nations with the purpose to meet the
hunger needs of its customers. Respective firm is making the greater strides in the sustainable
measures, as resulting Hello Fresh is now more cautious about its packing in order to receive a
truly edge by the company. During COVID-19, this company had get various opportunities in
marketplace for providing fresh, hygienic and healthy meal box to its customers. This firm, has
adopted various packaging measures for all ingredient (Singh and et. al., 2022). For herbs,
respective company is exploiting the PET therm-forms, for the eggs and other fragile items. Hello
Fresh is using the moulded paperboard, for its dairy products. It is also using the PP cups with a
foil lids in order to manage their perish ability. By undertaking such abilities the firm is capable to
manage all the negative impact on its business that now giving a positive outcome to the
respective organisation (Tan and Abdul-Samad, 2022)

REFERENCES
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Persuasion Theories (Doctoral dissertation, University of Cincinnati).
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