HelloFresh SE Emphasizes Profitability and Efficiency in Q2 2026

Berlin, 13 August 2026 – HelloFresh SE reported its Q2 2026 financial results, focusing on strategic profitability and efficiency. The company achieved a revenue of approximately €1.5 billion, compared to €1.7 billion in Q2 2025, indicating a 7.8% year-over-year decrease. Despite this, the Meal Kits segment maintained a stable AEBITDA margin at 15.2%.

The company implemented 85% of its planned efficiency measures by H1 2026, maintaining a disciplined marketing approach. Marketing expenditure was reduced by €45.2 million, with the average order value growing by 6.5% year-over-year. The newer ventures, including premium meat, seafood, and pet food, showed significant growth with a 36.1% increase in constant currency revenue.

CEO Dominik Richter highlighted the positive impact of the "Refresh" initiative on tenured customers. Despite lower order volumes, the company remains focused on customer acquisition through a data-driven strategy, responding to macroeconomic challenges.