HelloFresh is building the leading global online consumer food brand by disrupting the traditional food supply chain. They deliver more than 4 million meals per month to customers in several countries. Their vision is to establish a new category of home cooking delivered to customers' doorsteps. They have a subscription-based business model that is already profitable in some markets. Their just-in-time supply chain model allows them to source high quality ingredients and deliver meals with zero inventory. They see significant potential for growth by increasing penetration in current markets and expanding into new geographies.

1. June 2015
HelloFresh
Building the leading global
online consumer food brand

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12-13 NOV2015 8 - 9 JUN2016

3. HelloFresh - Creating the leading global online consumer food brand2
The HelloFresh Vision
Building a truly global consumer food brand
“Our vision is nothing less than to establish a wholly new and massive
category on the grocery market. We want to give every household the
opportunity to enjoy home-cooked meals without the hassle associated with
it.
We re-invent weeknight dinners by disrupting the traditional food supply
chain, allowing us to provide you with fresher, better and more affordable
meals, delivered to your doorstep at the most convenient time of the week.”

4. HelloFresh - Creating the leading global online consumer food brand3
HelloFresh is currently the global leading recipe kit delivery service
3 years after launch we deliver more than 4m meals per month
Number of Meals delivered per week
(January 2012 – May 2015)
0
100.000
200.000
300.000
400.000
500.000
600.000
700.000
800.000
March 2014Jan 2012 October 2013
The Food Market:
• The grocery market is the last major area of commerce
to transition online, now < 1% penetration!
• Largest retail category ($ trillion opportunity), second
largest household expenditure
• At home cooking represents on average 40% of the
grocery consumer spend within our geographies
Re-inventing Weeknight Cooking:
• Convenience
• Value
• Transparency
Our Business:
• Subscription model revenue stream with high weekly AOV, high and increasing CLVs, healthy margins and
high retention
• EBITDAM profitable and all marketing costs covered in less than 7 months
• Several geographies already produce positive EBIT, the whole Group has been cash-flow generative for
large parts of 2014
May 2015

5. HelloFresh - Creating the leading global online consumer food brand4
The HelloFresh Order Life Cycle: zero inventory & just-in-time
deliveries create a powerful negative working capital cycle
1
2
4
3
Local recipe
creation
Tailored towards
customers’ tastes
Based on 1000s of data
points and customer
feedback
Nationwide delivery
Guaranteed delivery time <24h
with insulated packaging solution
Delivery within specified time
window for maximum quality &
freshness
Sourcing of high quality
Ingredients
Just-in-time ordering
with independent suppliers
Optimized for current
Market prices
Pick & Pack in central
warehouse facility
Zero inventory
Highly standardized processes
allow fast through put times &
Low fulfillment cost per order
Customer interaction online and
flexible:
• Consumer opts in each week for the
recipes provided
• Soft-subscription model allows for low
intial commitment, but
• Rate of retention after trial period ends
remains high
Creation of Cost Efficient Perishable
Supply Chain:
• Nationwide delivery available in all but one
geography
• Own last mile delivery in several
geographies, increasing operating leverage
• Opening additional production facilities
across the US
• Supplier relationships in place specific to
each geography and tailored to consumer
)

6. HelloFresh - Creating the leading global online consumer food brand5
Our Market: Enormous potential audience; global grocery market
Global Food Industry is c. US$2.06trn
Of which Food Retail is c. US$1.06trn
Groceries constitute the second largest household
expenditure globally:
• Current online penetration of the grocery market is less than
1%
• Forecasts for online growth range from 11% to 2018
(Forrester) to 20% pa to 2025 (Technomic)
On average 40% of this spend goes towards the
Home Cooking market:
• Growth in Home Cooking will be further driven by
• Health and Wellness trends
• Transparency of ingredients
• Convenience of access
Build up wholly new category on home cooking
market
• Unique opportunity to disrupt traditional grocery retail
categories
• Ability to offer fresher food, pre-measured at competitive
prices to respective target group
• Wide socio-economic appeal given price point of entry boxes,
and supermarket basket value comparison
Broad geographic diversification:
• US, UK, Germany, Netherlands, Austria, Belgium and Australia
Penetration rates and Adoption Levels in
our core model in all countries are still low
and only at the very beginning of what we
consider possible
Expansion beyond our core model
addresses an increasing portion of the
global food market

7. HelloFresh - Creating the leading global online consumer food brand6
The Game Plan: Driving growth through increased penetration,
profitability through scale and customer loyalty
Capitalising on both growth of online grocery, increase in At-
Home consumption and generational food awareness trends
Increasing Penetration
Increasing Retention
Up-sell and Cross-sell
New Geographies
Iterative recipe creation via 1000s of data points and customer
feedback, scale and insourcing production allow for improved
customer service
Introduction of new product ranges across existing
geographies: Grocery adjacent e-commerce, Special interest
boxes, Breakfast boxes….
Increasing customer base within current geographies leads to
improvements across all cost categories
Profitability through Scale Increasing customer base within current geographies leads to
improvements across all cost categories
Huge opportunity in the last area of retail to undergo the transition
to online, with a team that has proven it can produce both cash-
flow and EBIT while continuing to grow at incredible speed