HelloFresh is introducing at least two fruit or vegetables into every meal on its menu, following research highlighted that 40% of parents have concerns about the lack of variety in their children’s diets.
The study by the recipe box company also found parents see the rising cost of food as a barrier for them introducing more variety into family mealtimes.
The subscription firm has therefore worked with food nutritionist, Rob Hobson, to create “a fun way to encourage more children to try new foods”, with the target of trying 60 before they turn 10 years-old.
Alongside this new menu, HelloFresh introduced a new and improved box, recyclable cool box and limited edition in-box ‘Eat-N-Seek’ posters providing an interactive and engaging way to help families try more foods together.
Cost of living impacting accessibility to new foods
In response to HelloFresh’s survey, more than a third of parents (34%) said high costs were having a negative impact on the number of new foods or meals their family tries. As a consequence, nearly a quarter (24%) are having less meat, 23% are eating less fresh food and 20% are eating less fish.
To help families ensure rising costs do not mean a limited diet, HelloFresh has expanded its core menu range. Customers will now see premium protein ingredients, such as salmon, on the menu at no additional cost and all meals listed will include at least two fruit or vegetables, with new ingredients such as samphire, pomegranates and figs joining the core menu.
Food waste concerns put parents off
Nearly half (48%) of families are concerned about food waste if their ‘picky eaters’ don’t like new foods. Coupled with the limitations of in-store portion sizes, with 45% of families agreeing they found it hard to buy appropriate portions at supermarkets, it leads to more families being put off introducing new ingredients.
The expansion of fruit and veg in all HelloFresh meals is designed to ensure families have enough for children to explore new foods together, but without the worry or guilt of excessive leftovers “if some fussy diners aren’t fussed”.
Alix McCaffrey, senior director of product at HelloFresh, said: “We are delighted to be making improvements at a time when families need it most. Mealtimes are typically known for being a source of contention with parents and children having different ideas on what they want to eat, but we know that only through trying and having access to new foods will fussy eaters become more open to the idea of a more varied diet.
“We hope our new boxes will be able to remove some of this stress, and instead bring back the enjoyment and interaction cooking brings to families. Our expanded selection of ingredients aims to make more premium products accessible to all our customers, and give children and parents the opportunity to try new, fresh foods at a time when other costs are rising.”
Subscribe!
Our editor carefully curates two InternetRetailing newsletters a week filled with up-to-date news, analysis and research. In addition to this, there is a dedictaed mailer focusing on the subscription economy with detailed commentary from Heyl every second Wednesday – click here to subscribe to the FREE newsletter.
And why not follow us on LinkedIn to receive the latest updates on our research and analysis.
