Meal kit provider Hellofresh NZ Ltd moved into new premises in Mt Wellington this month, enabling it to expand its production facilities by 10 times.
The company will also increase staffing levels at the new distribution centre by up to 50%.
HelloFresh, which rates itself as the world’s largest meal kit provider, was founded in Berlin in 2011 and listed on the Frankfurt Stock Exchange in 2017, and now operates through Europe, North America & Australia and is expanding its New Zealand coverage.
Its move from smaller premises at 60 Leon Leicester Avenue, Mt Wellington, to the 9000m² site developed by James Kirkpatrick Group Ltd 5 years ago at 18 Clemow Drive comes just over a year after HelloFresh launched in New Zealand, and has been driven by its rapid growth throughout the North Island.
The company’s meal-kit model delivers fresh ingredients & easy-to-follow recipe cards to customers’ front door weekly.
HelloFresh NZ chief executive Tom Rutledge, who established the business in Australia in 2012 after creating his own boutique gourmet home food delivery service, said the new Auckland production facilities would allow the company to expand its regional distribution to new parts of the country and diversify its product portfolio.
“The exceptional level of support for the brand has seen us hit a number of key milestones last year and has allowed us to bring forward our expansion plans.
“The new production facility is a key strategic step for HelloFresh. Further growth will allow us to expand our production volumes, which will provide greater opportunities for fresh local produce & meat suppliers, whilst, at the same time, permitting us to expand on our product offering to meet the changing nutritional & convenience needs of Kiwis.”
The Clemow Drive warehouse can maintain temperatures for a variety of fresh ingredients in zones ranging from -20 to +21 degrees and will support the latest production technology.
Mr Rutledge said the new technology would reduce the time it takes to pack a meal kit by 30% and increase precision. The machinery will also allow for higher customisation, so customers can select from more options and further tailor their box according to their household’s preferences.
He said the company would also use the move into the new warehouse to fast-forward its focus on sustainability, and opening up opportunities to further innovate its packaging solutions to ensure boxes arrive safe & fresh.
Attribution: Company release.