HelloFresh to monetise Tasty Perks

HelloFresh has launched a new in-box sampling service called Tasty Perks, which allows brands to test new products on the meal kit company’s customers for a fee.

The in-box advertising program creates a new revenue stream for HelloFresh and gives it additional insights into its customer base. For food and beverage brands, it presents an opportunity to bypass the supermarket shelf and reach customers in their kitchens.

“Our in-box sampling breaks through the clutter of all other marketing forms because it enables customers to try new brands risk free,” David Williams, HelloFresh senior manager of loyalty and partnerships, said.

“We generally ask for at least two samples per box to ensure the products get a change to resonate with our customers. To support, we also offer an in-box flyer and social media amplification as part of the package.”

Customers are incentivised to complete a tailored questionnaire to gain their feedback on products, which HelloFresh’s data analysts can analyse.

HelloFresh claims to have served 2.04 million active customers worldwide during Q4 2019.

A HelloFresh spokesperson told this service is offered in other markets, but has been refined over the last six-months to give the best experience in Australia.