{"id":117856,"date":"2025-04-30T15:42:21","date_gmt":"2025-04-30T13:42:21","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=117856"},"modified":"2025-05-02T12:18:04","modified_gmt":"2025-05-02T10:18:04","slug":"minder-omzet-meer-winst-voor-hellofresh","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/minder-omzet-meer-winst-voor-hellofresh\/","title":{"rendered":"Minder omzet, meer winst voor HelloFresh"},"content":{"rendered":"\n

Een sterkere focus op kostenbesparingen en productiviteit loont voor HelloFresh<\/strong>: ondanks een dalende omzet nam de winstgevendheid toe. Ook Factor, de afdeling bereide maaltijden, presteerde sterk.<\/p>\n\n\n\n

Effici\u00ebntie v\u00f3\u00f3r groei<\/h2>\n\n\n\n

De omzet van HelloFresh daalde in het eerste kwartaal met 8,3% naar 1,9 miljard euro, het aantal bestellingen daalde met bijna 12%. Toch is de leverancier van maaltijdkits tevreden: de aangepaste EBITDA steeg van 16,8 miljoen euro in vorig jaar naar 58,1 miljoen nu. De omzet van de divisie kant-en-klare maaltijden onder het merk Factor steeg met 10,5% naar 94,3 miljoen euro.<\/p>\n\n\n\n

De hogere winstcijfers zijn te danken aan een nieuwe strategie, die eerder de nadruk legt op de verbetering van de effici\u00ebntie dan op groei. Het bedrijf verlaagde de marketinginvesteringen en de overheadkosten, sneed in het aantal productiesites en verbeterde de arbeidsproductiviteit, met name in Noord-Amerika. Het bedrijf werft minder nieuwe klanten, maar bestellingen van bestaande klanten blijven op peil.<\/p>\n\n\n\n

Gezondere opties<\/h2>\n\n\n\n

\u201cWe zijn geobsedeerd door onze klanten en investeren aanzienlijk in onze producten en diensten op basis van hun feedback\u201d, zegt oprichter en CEO Dominik Richter. \u201cIn het Verenigd Koninkrijk hebben we bijvoorbeeld onlangs grotere porties fruit en groenten in onze recepten opgenomen, hebben we een groter aandeel vismaaltijden in onze weekmenu’s opgenomen en hebben we een nieuwe recycleerbare koelbox ge\u00efntroduceerd om onze ingredi\u00ebnten langer vers te houden.\u201d Het bedrijf is van plan om deze en soortgelijke initiatieven ook in andere markten uit te rollen.<\/p>\n\n\n\n

In de categorie kant-en-klare producten heeft HelloFresh ge\u00ebxperimenteerd met het aanbieden van nieuwe GLP-1 maaltijden in de VS \u2013 dat zijn aangepaste recepten voor obesitaspati\u00ebnten die diabetesmedicijn zoals Ozempic gebruiken. Het bedrijf wil de receptkeuze voor kant-en-klare maaltijden aanzienlijk vergroten om klanten gezondere opties te bieden tegen de helft van de prijs van afhaalmaaltijden.<\/p>\n","protected":false},"excerpt":{"rendered":"

Een sterkere focus op kostenbesparingen en productiviteit loont voor HelloFresh: ondanks een dalende omzet nam de winstgevendheid toe. 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