Mealhero, which is fighting against HelloFresh with frozen meals and smart steamers, raises 2.5 million euros in capital from Belgian entrepreneurs, including Jan Haspeslagh (Ardo). “We’re hungry guys.”
‘How it all started? Actually with a simple idea between pot and pint at the Balaton Sound festival, a bit like the Pukkelpop of Hungary. The festival lasted four days and turned out to be one long brainstorm for us. We flew in the day after our return, ‘says CEO Jeroen Spitaels, who started the company together with Anton Claeys and Steven Debaere.
Two years ago, the three friends received almost a million euros to put their concept on the map. They positioned themselves at the busy intersection of healthy eating and convenient cooking, say cooking that gives you a helping hand. The concept of Mealhero is somewhat like HelloFresh, but is even easier to use.
Tex Mex Style
Mealhero supplies frozen ingredients, to be prepared at home in a self-developed steamer that you rent for 5 euros per month. As a customer you can choose from hundreds of products with which you can compose your own meal. These range from red cabbage and potato cubes to Tex Mex Style chicken fillet and salmon with horseradish. It suffices to scan each ingredient separately at home and the steamer will start the optimal steam program.
I already said in July that the corona virus turned on the turbo button for us. And that button is still pressed.
CEO and founder Mealhero
That is catching on. Every month, Mealhero already delivers ‘tens of thousands’ of meals at home. The company was growing rapidly, and has accelerated even further thanks to the corona crisis. Many home workers suddenly had to look for a simple alternative to the quick lunches and sandwiches in the workplace, and ended up with Mealhero.
‘I already said in July that the corona virus turned on the turbo button for us. And that button is still pressed. Order numbers have doubled since the pandemic, and our customer base has quadrupled since the beginning of this year. Those are very big leaps. We want to maintain that growth rate, with at least doubling every six months. We are hungry guys and we are not yet where we want to be, ‘says Spitaels.
To realize its ambitions, Mealhero raised 2.5 million euros in capital from, among others, Jan Haspeslagh, from the family behind the West Flemish frozen vegetable giant Ardo. The founders of Deliverect and Bavet also contribute money. Deliverect developed catering software for home deliveries and recently raised 16 million euros. The Bavet restaurant chain wants to have 60 branches in the Benelux within three years. ‘We were not only looking for a bag of money, but also for investors with expertise who could help us move forward. And these three can do that in their own way, ‘says Spitaels.
We are going to grow from 30 to 60 employees. That scares me too, but we need it.
He is preparing for a major round of recruitment in the coming months. ‘We are going to grow from 30 to 60 employees. I am also shocked by that, but we need it for marketing, data analysis and software development ‘, it sounds. ‘We have a fairly unique concept, but the trick is to stay ahead in a competitive market. We will therefore optimize our product and the app, develop new recipes and offer them in a personalized way. We want to be our customers ‘personal chef.’
Mealhero has already moved to the Netherlands and is looking even further. ‘Things are going very well in the Netherlands. I am proud of that. The intention is to conquer other countries in Europe as well. ‘
These were the details of the news Flemish food tech company competes with HelloFresh for this day. We hope that we have succeeded by giving you the full details and information. To follow all our news, you can subscribe to the alerts system or to one of our different systems to provide you with all that is new.
It is also worth noting that the original news has been published and is available at news1.news and the editorial team at AlKhaleej Today has confirmed it and it has been modified, and it may have been completely transferred or quoted from it and you can read and follow this news from its main source.