HelloFresh, the US market leader in meal-kit delivery, announced plans to invest EUR 450–550 million (~USD 507-620 million) in 2022. The company plans to strengthen its capacity expansion plan by further opening fulfillment centers and increasing its theoretical revenue capacity across all verticals to over EUR 10 billion (~USD 14 billion).

Part of the investment covers the automation-related capital expenditure of EUR 200 million (~USD 225 million), including two pilots for their new automation technology in the US and international markets.

HelloFresh plans to provide customers with more meal choices, higher flexibility, and personalized service, as well as new product innovations. HelloFresh also plans to invest in the salaries and benefits of hourly and salaried employees. The company plans to double its headcount and create more than 1,000 roles in its tech team by the end of 2022.

The company hopes the investment will help it achieve its midterm growth ambition of EUR 10 billion in revenue by 2025. Plans for 2022 include launching 2–3 new geographies as well as introducing existing brands to other markets. Revenue growth estimate for FY 2022 is in the range of 20–26%, while adjusted EBITDA estimate stands at between EUR 500–580 million.