HelloFresh SE (“HelloFresh”) has today announced a major innovation in its recipe card development process, using artificial intelligence to dramatically accelerate how new dishes move from concept to customer. The new system shortens the timeline for producing recipe cards from several weeks or even months to just a few hours, enabling HelloFresh to bring new, exciting recipes to market faster than ever before.
This new AI-powered tool suite accelerates production and design elements of the recipe card process, allowing HelloFresh’s world-class chefs and food stylists to focus more on culinary creation. The development of every dish and recipe remains a fundamentally human endeavour, guaranteeing that each meal delivered reflects the premium quality, exceptional flavour, and trusted taste our customers rely on. By elevating capacity for innovation, this partnership between craft and technology will accelerate culinary development, bringing an even wider variety of cuisines and trending recipes to customers’ homes each week.
UK customers will experience the new AI-supported recipe card system in Q1 2026, with the system already live for US customers.
AI empowering culinary creativity
For more than a decade, HelloFresh recipe cards have helped millions cook confidently at home, with clear step-by-step instructions, ingredient breakdowns, and enticing visuals. Traditionally, creating these materials involved lengthy cycles of editing design after a recipe was finalised.
By integrating generative AI into its creative process, HelloFresh can now automate much of the layout and visual design work, transforming chef-created recipes into consistent, high-quality cards in a fraction of the time. The system supports the design and production workflow, while chefs and food stylists remain fully responsible for recipe creation and ensuring every card accurately reflects the real dish customers prepare.
Assaf Ronen, group president, said: “After years of serving millions of customers around the world, HelloFresh has built the world’s largest recipe database, paired with a wealth of proprietary insights into what people love to cook and eat.”
“This depth of culinary data is a key differentiator that allows our technology to bring together creativity, personalisation, and speed in a way that elevates the home-experience for every customer.”
Driving innovation and efficiency
The AI-enhanced system marks a new step in HelloFresh’s broader strategy to use technology for smarter operations, reduced waste, and improved customer personalisation. By accelerating recipe card production, HelloFresh can react faster to food trends, seasonality, and customer feedback, keeping menus fresh, diverse, and inspiring every week.
