TORONTO — HelloFresh and Chefs Plate Inc. have entered into an agreement to combine their Canadian businesses. For this purpose, HelloFresh will acquire all shares of Chefs Plate.
“We are proud to join forces with the leading global meal-kit company HelloFresh,” says Jamie Shea, co-founder & CEO of Chefs Plate Inc. “Since our launch in 2014, we have pioneered the meal-kit market following our clear mission to create meaningful human connections through food. Now, we have the unique opportunity to further accelerate our plans and create an offering that attracts even more customers. We are more than delighted to have found a partner in HelloFresh that shares our passion for food and quality at all levels. The partnership will allow us to leverage the strength of the most successful global player in the market and, at the same time, continue to build a sustainable Canadian food system and support the community around us.”
Based on the complementary customer bases and leading positions at different pricing points, HelloFresh and Chefs Plate plan to strengthen both brands along distinct offerings for the Canadian consumers. By leveraging synergies across marketing, sourcing and operating expenses, both brands gain significant means to further accelerate the individual brand strategies and expand the joint market leadership.
“The integration of Chefs Plate is a big leap for our ambitious plans for the Canadian market,” says Ian Brooks, CEO of HelloFresh Canada. “Together, we’re not only the largest player, but also create a superior offering. In the future, we can serve the widest range of individual consumer needs with two strong brands.”