Finding the next wave of growth for HelloFresh

The challenge

HelloFresh pioneered the fresh meal kit subscription model and changed the way millions of people cook at home.

But category creators face a particular question: once you have built the market, where does the next stage of growth come from?

HelloFresh asked us to help them understand their opportunity spaces to grow, with consumer insight doing the heavy lifting. Not assumptions, not internal opinion, but a clear, evidenced view of where consumers would give them permission to play next.

What we did

International qualitative research, data mining, ideation workshopping, concept crafting, DVF modelling and pipeline creation.

How we did it

Big ideas need solid foundations, so we ran this as one connected innovation and insight project, with our innovation specialists and our product insight team working side by side throughout.

We began with international qualitative research, getting close to consumers across markets to understand the opportunities in front of HelloFresh and the barriers standing in the way. We then overlaid data mining, working through hundreds of HelloFresh documents and research papers and interviewing stakeholders across the business, so that everything the company already knew was fully unpacked and put to work alongside the fresh insight.

With that grounding in place, we hosted a two-day innovation workshop, structured to stretch thinking across two horizons: the next one to five years, and five years and beyond. That framing matters. It keeps near-term commercial pressure and longer-term ambition in the same conversation, rather than letting one crowd out the other.

After the workshop, our team crafted the outputs into developed concepts, then applied DVF modelling to assess each one on desirability, viability and feasibility. The strongest were prioritised into an innovation pipeline built across three platform roadmaps, giving HelloFresh a structured route from big thinking to delivery.

What it delivered

A prioritised innovation pipeline across three platform roadmaps, grounded in international consumer insight and the company’s own knowledge base. HelloFresh came away with a huge bank of ideas, a clear view of which to take forward first, and stakeholders across the business energised behind the plan.

In their words

“We recently worked with FIS Group on a large milestone project for the business focusing on innovating for growth. The team helped us to shape the direction of the project, worked their way through hundreds of our documents and research papers and interviewed our stakeholders to build their viewpoint of our priorities and challenges. They hosted two days of workshops which invigorated our stakeholders and helped us come up with a huge number of ideas that we could take away and have been exciting to work through and find what we can take forward. Everyone at FIS Group was a true pleasure to work with and made the project experience not only fruitful but fun too.”

Lynsey Lorrance, Global Lead for Consumer Insights, HelloFresh

That last line matters to us. The best innovation work happens when people enjoy the room they are in, and food gives you the best rooms in the business.

View more case studies

Got a brief? Let’s talk.

Tell us what you are working on. We will tell you straight whether we can help, what the right approach looks like, and how quickly we can move. No long discovery dance, no qualifying call before the qualifying call.

Get in Touch