HelloFresh has shifted strategy beyond meal kits, aiming to answer the daily question "what's for dinner?" The company's app now lets users import recipes from TikTok and Instagram, converting videos into shopping lists and cooking instructions. Since launching this spring, customers have imported three million recipes in two months, with numbers doubling roughly every fortnight. Chief executive Assaf Ronen of HelloFresh North America says the mission is to change how people eat, not simply sell meal kits. The feature works whether users subscribe to meal kits or not, bridging the gap between social media recipe inspiration and actual cooking. Better engagement drives customer retention, which costs less than acquiring new customers, making the meal kit one option within a broader relationship.

HelloFresh launches The Curious Kitchen at the Natural History Museum. July 30, 2026 One in five (20%) British children believe some fruit and vegetables magically appear in shops, according to new research from HelloFresh - revealing a gap in children's understanding of where the food on their plates actually comes from. To help families rediscover that journey, HelloFresh is at the Natural History Museum to launch The Curious Kitchen, an immersive family experience running from now until 30th August 2026. Joined by Britain's favourite gardening grandad, Gerald Stratford, the experience invites children and parents to uncover the remarkable journey some of its favourite ingredients take before they reach the dinner table. Part of HelloFresh's wider Bring Back Dinnertime initiative, the experience invites families to step into an interactive farm-inspired world where they can harvest ingredients, discover the people behind the food they eat and gather around an interactive dining table that reveals the journey from field to fork. Along the way, children and parents are encouraged to explore where food comes from, learn about seasonality and enjoy discovering it all together. The experience comes as new research commissioned by HelloFresh, which surveyed both parents and children across the UK, reveals many children have wonderfully imaginative ideas about where everyday food comes from. Almost one in five (19%) children aged six to eight believe broccoli is simply a baby tree, while only a quarter (24%) correctly identify that it grows from the ground, with some believing it grows in water, shops and even the sky. Children also had some creative theories about other foods, with almost two thirds (63%) of six to eight-year-olds unaware that kiwis grow on plants, instead believing they grow underground, in water or simply appear in shops. Chicken nuggets also caused confusion, as fewer than half (43%) of children aged six to eight correctly identified that they come from animals, with some believing they grow on plants, trees and bushes - suggesting dedicated 'nugget plants' may exist in the minds of many youngsters. Meanwhile, one in ten (10%) children believe bread magically appears in the kitchen. Parents admit they don't always have the answers either. Almost half (43%) say they've struggled to explain where food comes from, with pasta (32%), broccoli (25%) and yoghurt (23%) among the hardest foods to talk about. Encouragingly, however, more than three-quarters (78%) agree the dinner table is the best place to have conversations about ingredients, while nearly half (47%) have grown fruit or vegetables at home to help children better understand how food is produced. Gerald, known for his passion for growing oversize and vibrant vegetables and sharing his gardening journey with millions online, plays a key role in bringing the experience to life, helping families rediscover the joy and curiosity of food growing and the journey from seed to plate. Gerald Stratford, the internet's favourite gardening grandad and food-growing advocate, said: "I've spent years growing vegetables because I believe there's something magical about watching food grow. But food doesn't simply appear in shops or on our plates - every ingredient has a story behind it. That's why I'm delighted to be working with HelloFresh at the Natural History Museum to help families discover that journey together. If we can spark children's curiosity, get them asking questions and inspire them to value where their food comes from and perhaps even want to get green thumbs of their own, then that's a wonderful thing." Philip Doran, CEO of HelloFresh UK & Ireland, said: "Our research shows there's a real opportunity to help children better understand where their food comes from. When children are curious about ingredients, they're more likely to value what's on their plate and enjoy getting involved at mealtimes. Bringing this experience to the Natural History Museum, we hope to spark those conversations, helping families discover the journey behind their food and making dinnertime more meaningful." Adam Farrar, Director of Commercial and Visitor Experience at the Natural History Museum, said: "We're delighted to welcome HelloFresh to the Museum this summer with The Curious Kitchen. This free and inspiring installation explores where food comes from and celebrates the importance of family mealtimes, offering visitors a hands-on way to experience the Museum, create lasting memories, and make the most of their summer holiday visit." The experience is free to visit with museum entry and will be open daily from 10am-5:50pm (last entry 5:30pm) between 28th July and 30th August 2026 at the Natural History Museum, Cromwell Road, London.