Recipe box companies Gousto and HelloFresh target family market

GoustoRebrand-Family web

Gousto’s advertisement for its new family range

Recipe box companies Gousto and HelloFresh are taking aim at the family market with new-look advertising and products.

Gousto today unveiled a rebrand and advertising campaign designed to strengthen the brand’s appeal among families, while HelloFresh has relaunched its family boxes.

This Saturday, Gousto will air a TV campaign that targets a range of demographics “from those setting up home together to families with young and also older teenage children - right through to empty nesters who are helping with grandchildren”.

Gousto said the ads, which will feature on major channels including ITV and Channel 4, will “help bring to life our commitment to offering good food all round”.

The recipe box company also has a new-look logo and design.

The move coincided with HelloFresh relaunching its family box to offer simpler recipes with “fuss-free flavours and ingredients”. Recipes in the boxes will now take 30 minutes or fewer to cook and involve “a minimum number of pots and pans” to save time on cleaning up.

A box of three meals for a family of four costs £53.99.

HelloFresh CEO Claire Davenport, who took the helm of the company in July, said the box would make mealtimes “fuss and hassle-free”.

“As a mum of two myself, I understand the everyday hurdles families face when it comes to mealtimes,” she said. “With rigorous testing from our HelloFresh families, we’ve listened to our customers’ needs and developed the new product based on their feedback.”

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