HelloFresh will use generative AI-powered tools to create recipe cards which accompany its meal kits.

The company said the move, which forms part of its broader strategy to harness technology for smarter operations, reduced waste, and personalisation, will “dramatically” accelerate how new
dishes move from concept to customer.

The new system reduces the timeline for producing recipe cards from several weeks, or even months, to just a few hours.

HelloFresh said the tools speed up the production and design elements of the recipe card process, which allows its chefs and food stylists to focus on creating dishes.

The company emphasised that the development of every dish and recipe remains a “fundamentally human” endeavour, which guarantees that each meal is of premium quality and flavour.

Traditionally, creating these materials involved lengthy cycles of editing design after a recipe was finalised.

By integrating generative AI into its creative process, HelloFresh can now automate much of the layout and visual design work, which it said will turn chef-created recipes into consistent, high-quality cards in a fraction of the time.

The company added that the system supports the design and production workflow, while chefs and food stylists remain fully responsible for recipe creation and ensuring every card accurately reflects the real dish customers prepare.

Starting in early November, US customers will see the first recipe cards developed with this new AI-supported system, with printed versions appearing in HelloFresh boxes from early December.

Following the US launch, HelloFresh said it plans to roll out the recipe cards more widely early next year.

“After years of serving millions of customers around the world, HelloFresh has built the world’s largest recipe database, paired with a wealth of proprietary insights into what people love to cook and eat,” said Assaf Ronen, group president and chief executive for HelloFresh US. “This depth of culinary data is a key differentiator that allows our technology to bring together creativity, personalisation, and speed in a way that elevates the home-experience for every customer.”

The news follows an announcement by chocolate producer Barry Callebaut earlier this week about the rollout of AI to develop its recipes following supply chain shortages and higher cocoa prices.

Through a partnership with technology firm NotCo AI, the Swiss chocolate company said it will be able to accelerate innovation and deliver faster, more tailored customer experiences.

Barry Callebaut, which has been making chocolate for over a century, claims the move is the first AI-powered integration in the food industry.

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