HelloFresh: Healthy eating, scaled internationally

Creating a brilliant dish takes more than great ingredients –  It’s the timing, technique, and execution that bring it all together. HelloFresh had the recipe – an idea for a healthy, chef-created meal delivery app that could revolutionize quick commerce – but the challenge was to find that perfect blend.

When HelloFresh entered the market, traditional grocery shopping was still the go-to. Customers didn’t know yet how much they’d crave a way to eat better, shop smarter, and cook with no hassle. 

Fast forward to today: the company is no longer a newcomer, but a thriving international business operating in 16 countries. The idea proved its long-term potential, but the success lies in how it was executed. And we were there when it all started.

Our collaboration began as a project takeover. The iOS app delivered by another company fell short of expectations, so HelloFresh entrusted us with delivering the Android version. The ask? Build a fully functional MVP in just three months. 

What started with a tight deadline evolved into a comprehensive partnership, including UX/UI design support. Once we earned the CEO’s trust, we scaled the development team to twice its original size within one year. From a rescue mission to powering global expansion – we helped turn HelloFresh’s early ambition into a scalable international product.

01. Paving the way to a new market

When HelloFresh entered the scene, traditional grocery stores were still the default. Quick commerce was only starting to emerge and the market wasn’t yet convinced it needed a faster, smarter food delivery solution. The popularization of meal kits required a shift in customer habits, and a smart app could speed it up.

02. Disappointing iOS app launch

The app’s first version was built by a different team and didn’t meet performance or design expectations. There was a gap between vision and execution. The company wanted to avoid similar issues when releasing the Android version, which would reach a larger target group than its iOS counterpart.

03. Urgent Android MVP delivery

The quick commerce niche was gaining momentum when HelloFresh was entering the market. It was essential to tap into the emerging demand for meal kits before the competitors do. Thus, we were tasked with delivering a fully working Android MVP in three months. The main challenge? Balancing speed and quality.

04. Backend and team limitations

The early backend architecture was a PHP monolith. It lacked flexibility and scalability, posing a risk for future growth and market diversification. On top of that,  as HelloFresh gained traction, internal resources were overstretched. The company needed a larger, well-coordinated development team capable of delivering fast and maintaining quality.

01. Transition to microservices

We decomposed the PHP monolith into scalable microservices and migrated the architecture to Golang. This unlocked better modularity, performance, and long-term scalability, crucial for entering new markets and rapidly evolving features.

02. Fast and robust MVP

We delivered the Android MVP in under three months, ensuring top performance, intuitive UX, and consistency with the brand identity of HelloFresh.

03. Full design and UX/UI support

Beyond engineering, our design team reimagined the app’s user flows and interface, improving usability and visual cohesion across platforms.

04. Content-driven growth via HelloFresh Blog

We built X’s content platform to support customer education and SEO strategy. The blog promoted healthy living and helped create a loyal user base.

05. Team scaling with the Spotify model

Our partnership expanded rapidly. We grew to 32 developers in just five months and adopted the Spotify squad model to enable efficient cross-functional collaboration.

06. Pivotal global expansion partner

For 2.5 years, we powered X’s international rollout – delivering localized features, infrastructure upgrades, and product refinements that fueled its crucial growth phase and set the stage for future expansion.

01. From MVP to global footprint

The Android MVP laid the groundwork for the expansion of HelloFresh. Today, it supports operations in 16 countries and continues to evolve.

02. Team growth at scale

Our team doubled in size within a year and hit 32 developers within five months. This empowered HelloFresh to speed up its roadmap and improve delivery velocity.

03. Platform built for growth

Microservices and the Golang backend ensure scalable performance and easier market adaptation. New features and regional customizations are now faster and more stable to deploy.

04. Recognition and user delight

The Android app we built was recognized among Google’s Best Apps of 2016. This early validation reflected the product’s usability, performance, and innovation.

05. Trusted long-term partner

What began as an urgent MVP delivery evolved into a trusted technology partnership. Our close collaboration with leadership helped shape the future of  HelloFresh’s product and team.