Developed for HelloFresh in collaboration with the recipe box firm’s culinary development team, the new Flava It! sachets have been designed maintain the “convenience and ease that HelloFresh customers expect” while bringing new flavours to its meals.
The first variant, named Flava It! Peri Peri, launched in boxes this summer, with additional flavours including West African, Mediterranean, Brazilian, Jerk, Tamarind and White Wine Stock set to be rolled out throughout the year.
Scott Dixon, managing director at The Flava People, described the collaboration as a strategic partnership built on the shared values of “big flavour, convenience and consumer trust”.
“We’ve worked closely with HelloFresh’s brilliant culinary team to ensure each sachet delivers the intensity and versatility needed to elevate their home-cooked dishes, while still allowing customers to feel like they’re cooking from scratch,” Dixon said.
Alix McCaffrey, senior director of product HelloFresh, added: “We’re thrilled to be working with The Flava People on this bespoke range. We have a great shared vision in delivering flavour innovation to our customers. These sachets offer our customers a simple way to add bold flavour to meals, without compromising on freshness or quality. It’s a great example of how strategic partnerships can enhance the HelloFresh experience.”
The partnership builds on The Flava People’s growing portfolio of co-branded collaborations, including its recent launches with sushi restaurant chain and brand YO! and weight loss recipe authors Pinch of Nom.
“All of our brand and strategic partnerships provide us with an opportunity to tap into new segments of consumers who like to cook and experience flavourful food but appreciate the convenience and affordability of our products,” continued Dixon.
“Each partnership, whilst different, demonstrates our capabilities as a business to innovate, experiment with flavour and use our expertise to bring added value to like-minded brands. It’s what we do best.”
