HelloFresh UK (“HelloFresh”), the UK’s leading recipe box provider, has today announced it has expanded its weekly menu to 80 recipes for customers to choose from, and introduced new personalisation features.
The expanded menu now includes 50% more quick & easy dishes, 50% more calorie-smart meals and 25% more vegetarian options, reflecting what UK customers value most: speed, health and choice. In 2025, fast dishes such as Quick & Sticky Beef and 15‑Minute Butter Chicken Masala ranked among the most‑ordered HelloFresh recipes, and 84% of customers said they try to eat healthy meals, underscoring the demand for calorie‑smart options.
In addition to the new recipes, HelloFresh improvements to personalisation functions have led to over 70 additional recipe variations. The recipe box company has doubled the number of customisable options, allowing customers to adapt dishes to taste or dietary needs. For example, swapping meat protein recipes for vegetarian or plant-based alternatives.
Some new recipes now available for customers to select from the expanded menu include: Trinidadian Style Chickpea Doubles, Cajun Style Salmon and Smashed Potatoes, and Singapore Style Crispy Tofu & Black Pepper Noodles.
Updates come as HelloFresh continues to listen and act upon customer feedback and keep track of wider consumer demands and behaviours to attract more customers to try recipe boxes. In a study commissioned by HelloFresh*, it found that 44% of consumers say the ability to swap proteins and personalise meals would make meal kits more appealing, and that nearly 1 in 3 consumers repeat the same meal at least twice a week, due to lack of time and inspiration.
Alix McCaffrey, senior director of product at HelloFresh, said: “Our customers told us they want more choice and flexibility – and we’ve listened. But this isn’t just about adding recipes; it’s about transforming the way people experience mealtimes and removing the unnecessary stress which often comes with it. Too often, busy schedules lead to the same meals on repeat, and that can take the joy out of cooking. We’re changing that by giving households the freedom to swap proteins, explore new cuisines and discover dishes they’d never try otherwise. It’s about turning convenience into creativity and helping families fall back in love with dinnertime.”
Additional findings from the research reveal:
- 61% agree meal kits help make a meal from scratch quickly
- 58% say they provide access to more cuisines and flavours
- 52% agree they take away the stress of supermarket shopping
- Nearly 1 in 3 consumers repeat the same meal at least twice a week, mainly due to lack of time and inspiration
