to their orders. HelloFresh Market will launch in the next few months. The service comes as Americans continue to order their groceries online, even as pandemic restrictions have eased up.
"We're excited to offer HelloFresh customers convenient and delicious options to complement their weeklythrough the new HelloFresh Market," said a spokesperson for HelloFresh in an email to TODAY Food."With the launch of Market, we can bring greater value and convenience to customers as a one-stop option for both curated grocery items and mealtime inspiration."
Jim Hertel, senior vice president of analytics at Inmar, a company that provides analytics to retailers and manufacturers, toldthat a strong e-commerce presence has been essential to growth and brand loyalty for grocery businesses. “Consumers continue to look to e-commerce options for their groceries due to the convenience factor,” said Hertel. “This trend is likely to continue even as restrictions are lifted, as shoppers have grown accustomed to this routine. Today’s shoppers expect convenient and personalized engagements in every interaction, across all touch points. Retailers and brands must work to seamlessly deliver meaningful experiences that delight shoppers and drive loyalty.