The company said that AI is being harnessed in its recipe card development process and is “dramatically” accelerating how new dishes move from concept to customer.
The AI-enhanced system marks a new step in HelloFresh’s broader strategy to use technology for smarter operations, reduced waste, and improved customer personalisation.
The new system shortens the timeline for producing recipe cards from several weeks or even months to just a few hours. The company said that by accelerating recipe card production, HelloFresh can react faster to food trends, seasonality, and customer feedback, keeping menus “fresh, diverse, and inspiring” every week.
HelloFresh recipe cards have clear step-by-step instructions and ingredient breakdowns. Traditionally, creating these materials involved lengthy cycles of editing design after a recipe was finalised. By integrating generative AI into its creative process, HelloFresh said it can now automate much of the layout and visual design work, transforming chef-created recipes into consistent cards in a fraction of the time.
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.
Assaf Ronen, group president of HelloFresh, said: “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.
“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.”
UK customers will experience the new AI-supported recipe card system in Q1 2026, with the system already live for US customers.
In related news earlier this year, The Flava People partnered with HelloFresh to launch a range of seasoning sachets to be used in home delivery.
