HelloFresh SE: insider trades · Germany · BaFin

About HelloFresh SE

HelloFresh SE is a German direct-to-consumer food distribution group listed on Xetra/Frankfurt (DAX/MDAX/SDAX) in Germany under the ticker HFG.DE. Founded in Berlin in November 2011, the company has become one of the global pioneers in meal kits and a well-known consumer growth name on the German market. Its registered office and headquarters are in Berlin, underscoring its position as a German-listed company with an international consumer and logistics footprint. HelloFresh’s model is built around a data-driven, integrated supply chain that delivers food solutions directly to customers’ homes, with an emphasis on convenience, personalization and lower food waste. ([ir.hellofreshgroup.com](https://ir.hellofreshgroup.com/download/companies/hellofresh/Annual%20Reports/DE000A161408-JA-2023-EQ-E-01.pdf?utm_source=openai)) The core business remains meal kits: recipe-led boxes containing pre-portioned ingredients that allow customers to cook at home with reduced planning and shopping time. Over time, HelloFresh expanded beyond meal kits into add-on products and ready-to-eat meals, and it also operates additional food-related concepts. The group’s brand portfolio includes HelloFresh, EveryPlate, Green Chef, Chefs Plate, Factor, Youfoodz, Good Chop and The Pets Table. This multi-brand structure allows the company to address different consumer needs, from value-oriented households to customers seeking premium or convenience-led food solutions. ([ir.hellofreshgroup.com](https://ir.hellofreshgroup.com/download/companies/hellofresh/Annual%20Reports/DE000A161408-JA-2023-EQ-E-01.pdf?utm_source=openai)) From a competitive standpoint, HelloFresh positions itself as a global leader in meal kits and operates across a broad international footprint. The company states that it serves 18 countries, including Germany, France, the UK, the US, Canada, Australia, Switzerland and several Benelux and Nordic markets. That geographic spread gives it scale and diversification, although the business remains exposed to consumer spending patterns, marketing efficiency and retention dynamics. Its direct-to-consumer model gives HelloFresh meaningful control over procurement, production planning, distribution and customer experience, which is important in a category where operational execution is decisive. ([ir.hellofreshgroup.com](https://ir.hellofreshgroup.com/download/companies/hellofresh/Annual%20Reports/HelloFreshNonFinancialReport_2023_EN.pdf?subscriptionId=3603514&utm_source=openai)) Recent news has centered on profitability improvement, operational simplification and product investment. In 2025 and 2026, HelloFresh highlighted a large efficiency program, product enhancements and targeted annual cost savings of around €300 million by 2026, while also strengthening its focus on higher-value customers. The company has also continued to expand its ready-to-eat platform, notably Factor in Europe, while reporting improving profitability and cash generation. For international equity investors, HelloFresh remains a consumer and supply-chain platform story: global reach, recurring customer relationships, and a continued push toward stronger margins and cash flow in a highly competitive category. ([hellofreshgroup.com](https://www.hellofreshgroup.com/en/newsroom/press-releases/?utm_source=openai))