Consumer NZ calls foul on Hello Fresh price increases
But the meal-kit company says its customers had clear, advance notice and could make informed decisions about their subscriptions.
Consumer NZ has criticized Hello Fresh for its recent price increases, arguing that the company did not provide enough information to customers. The New Zealand consumer advocacy group noted that the price of a Hello Fresh box for five meals for six people jumped by $24.90, or 9.2 percent, while a box for five meals for four people increased by $24, or 12.6 percent.
A box for three meals for two people saw a $3 price hike, or 3.3 percent. Consumer NZ's head of advocacy, Gemma Rasmussen, stated that the way Hello Fresh communicated the price increase was not clear enough, adding that many customers apparently skimmed past the email sent about the changes. She suggested that the subject line, "a fresh update on your subscription," did not convey the nature of the increase.
Rasmussen expressed concern over the communication strategy and the difficulty some customers faced in unsubscribing. Hello Fresh defended its pricing, claiming that the average box price had increased less than the rate of inflation since 2022. The company also pointed out that it absorbed many rising costs related to fresh ingredients, labor, transport, and packaging on behalf of its customers.
In 2026, Hello Fresh invested in expanding its New Zealand product offering, with a larger menu, premium proteins, local gourmet ingredients, and more recipe customisation. Hello Fresh maintained that the pricing change was communicated well in advance, giving customers a chance to make an informed decision.
Written by urgent.news from RNZ Business's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
