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Meal kits: Hellofresh attracts 1m new US customers in Q1; Blue Apron attracts a more modest 15,000, sees path to profitability
By Elaine Watson
Meal kit brands Hellofresh and Blue Apron have both posted strong Q1, 2021 sales figures this week, with Hellofresh attracting a million new customers during the quarter vs the same period last year, while loss-making rival Blue Apron gained a more modest 15,000, but said key customer metrics continue to improve.
Hellofresh, which has consistently outperformed the market in recent years, posted an 83.7% increase in US revenues to €802.4m ($963m) in Q1, picking up more than a million new US customers, taking its US active customer base up to 3.69million and its global customer base up to 7.3 million.