{
  "id": 9726538,
  "title": "Why is HelloFresh stock sliding today?",
  "url": "https://urgent.news/2026/09/25/why-is-hellofresh-stock-sliding-today",
  "topic": "finance",
  "section": "Finance & Markets",
  "published": "2026-09-25T07:33:54.000Z",
  "source": {
    "name": "Investing.com",
    "slug": "investing-com",
    "url": "https://www.investing.com/news/stock-market-news/why-is-hellofresh-stock-sliding-today-93CH-4916769"
  },
  "original_language": "en",
  "account": "HelloFresh shares experienced a significant 6.0% decline, closing at €2.274 on September 24, 2026, following the company's release of a disappointing outlook for its 2026 financials. The German meal-kit provider now anticipates a full-year revenue decline of between 9% and 11%, a sharp contrast to the earlier forecast of a 3%–6% decrease. This drop is attributed to a more aggressive reduction in marketing expenses during Q3 than initially planned, which hindered the company's ability to acquire new customers during the crucial back-to-school season. Additionally, Q3 revenue is expected to fall 11%–12% year-on-year, nearly double the consensus estimate of 6.8%, and adjusted EBITDA for the quarter is now projected at €45–55 million, down from the prior estimate of €57.2 million. For the entire year, adjusted EBITDA is now expected to range from €350–370 million, a decrease from the previous forecast of €375–425 million. These revised figures led to an EPS revision for 2026, shifting from a small profit to a loss. The stock's decline was particularly stark, as the DAX rose by approximately 0.7%, indicating that HelloFresh's performance was not influenced by broader market conditions. The company's shares have hit their 52-week low of €2.274, down from a high of €7.87, reflecting ongoing concerns about its revenue stabilization efforts and subscriber base growth. With the next Q3 results due on November 5, 2026, and no near-term visibility into whether the customer acquisition issue can be resolved, the stock continues to face significant pressure.",
  "summary": null,
  "key_points": [
    "HelloFresh stock declined 6.0% to €2.274 on September 24, 2026",
    "Company revised 2026 outlook to 9%-11% revenue decline, down from 3%-6%",
    "Aggressive marketing expense cuts hindered new customer acquisition in back-to-school season"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}