NEW YORK & BERLIN--(BUSINESS WIRE)--Nov 19, 2025--
HelloFresh SE (“HelloFresh”) today announced a major innovation in its recipe card development process, using artificial intelligence to dramatically accelerate how new dishes move from concept to customer. The new system shortens the timeline for producing recipe cards from several weeks or even months to just a few hours, enabling HelloFresh to bring new, exciting recipes to market faster than ever before.
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This new AI-powered tool suite accelerates production and design elements of the recipe card process, allowing HelloFresh’s world-class chefs and food stylists to focus more on culinary creation. The development of every dish and recipe remains a fundamentally human endeavor, guaranteeing that each meal delivered reflects the premium quality, exceptional flavor, and trusted taste our customers rely on. By elevating capacity for innovation, this partnership between craft and technology will accelerate culinary development, bringing an even wider variety of cuisines and trending recipes to customers' homes each week.
Starting in early November, US customers will experience the first recipe cards developed with this new AI-supported system, with printed versions appearing in HelloFresh boxes from early December. Following the US launch, HelloFresh plans a global rollout by the end of Q1 2026.
AI Empowering Culinary Creativity
For more than a decade, HelloFresh recipe cards have helped millions cook confidently at home, with clear step-by-step instructions, ingredient breakdowns, and enticing visuals. Traditionally, creating these materials involved lengthy cycles of editing design after a recipe was finalized.
By integrating generative AI into its creative process, HelloFresh can now automate much of the layout and visual design work, transforming chef-created recipes into consistent, high-quality 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.
“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,” said Assaf Ronen, Group President and CEO for HelloFresh US. “This depth of culinary data is a key differentiator that allows our technology to bring together creativity, personalization, and speed in a way that elevates the home-experience for every customer.”
Driving Innovation and Efficiency
The AI-enhanced system marks a new step in HelloFresh’s broader strategy to use technology for smarter operations, reduced waste, and improved customer personalization. By accelerating recipe card production, HelloFresh can react faster to food trends, seasonality, and customer feedback, keeping menus fresh, diverse, and inspiring every week.
About HelloFresh
The HelloFresh Group is a global digital-native CPG company and the world's leading meal kit provider. The HelloFresh Group consists of eight brands that provide customers with high quality food and recipes for different meal occasions. The Company was founded in Berlin in November 2011 and operates in the USA, the UK, Germany, the Netherlands, Belgium, Luxembourg, Australia, Austria, Switzerland, Canada, New Zealand, Sweden, France, Denmark, Norway, Italy, Ireland and Spain. In Q3 2025 the HelloFresh Group delivered 202.6 million meals globally. HelloFresh SE went public on the Frankfurt Stock Exchange in November 2017 and is currently traded on the MDAX (Mid-Cap German Stock Market Index). The HelloFresh Group has offices in Berlin, Saarbrücken, New York, Chicago, Boulder, London, Amsterdam, Sydney, Toronto, Auckland, Paris, Copenhagen, Milan, Dublin and Barcelona.
AI-supported recipe cards enable HelloFresh to bring new, exciting recipes to market faster than ever before.
ARAFAT, Saudi Arabia (AP) — Muslim pilgrims from around the world congregated on Mount Arafat in Saudi Arabia on Tuesday, the second official day of the annual Islamic pilgrimage, considered the pinnacle of the Hajj.
Despite the sweltering heat, the pilgrims gathered on the rocky hill and surrounding plain for intense prayers and worship that often mark a spiritual peak for them. They fervently murmured prayers and poured their hearts out in supplications. Many raised their hands in worship. It is common for pilgrims on that day, some with tears streaming down their faces, to ask God for forgiveness, mercy, blessings and good health.
The Hajj, one of the Five Pillars of Islam, is required once in a lifetime for every Muslim who can afford it and is physically able to perform it.
For pilgrims, the Hajj, performed over several days, can be a deeply moving spiritual experience and a chance to seek God’s forgiveness and the erasure of past sins. As they brave the intense heat to perform religious rituals, many pilgrims have been using umbrellas for shade.
A Saudi official said on Friday that more than 1.5 million pilgrims have arrived in the country from abroad.
This year, Muslims have been pouring into Saudi Arabia for the Hajj against the backdrop of a tenuous ceasefire in the Iran war and related uncertainty in the region.
The U.S. military said Monday that it carried out “self-defense” strikes in southern Iran, including on missile launch sites and boats used to lay mines, even as President Donald Trump said on social media that negotiations with Tehran were “proceeding nicely." Iran on Tuesday denounced the most recent U.S. strikes as a sign of “bad faith and unreliability” as negotiations pressed on toward a possible deal to end the war.
For many, performing the Hajj can be a realization of a lifelong dream as they spend years hoping and praying to one day be able to undertake the pilgrimage or saving up money and waiting for a permit to embark on the trip.
“This happens once in a lifetime,” Mohammad Asal, an Egyptian pilgrim, said. “People here have prepared their prayers, hoping that God will respond to them, because we know that ... the most important ritual of the Hajj is being in Arafat.”
The Hajj brings together large numbers of Muslims of diverse races, ethnicities, languages and socioeconomic classes, creating a sense of unity for many. It’s a mass, communal experience, with Muslims performing rituals together. But it is also deeply personal, as every pilgrim brings their own yearnings and experiences.
“It was incredible,” Ahmed Sufyan, a pilgrim from the United States, said on Tuesday. “The unity and peace that we feel is something I’ve never experienced before,” he added via WhatsApp.
“Our wishes are many,” Mohammad Obaid, a Sudanese pilgrim, said, adding he was praying for Sudan and Muslims everywhere.
Fam reported from Winter Park, Florida.
Associated Press religion coverage receives support through the AP’s collaboration with The Conversation US, with funding from Lilly Endowment Inc. The AP is solely responsible for this content.
A Muslim pilgrim pray atop of the rocky hill known as the Mountain of Mercy, on the Plain of Arafat, during the annual Hajj pilgrimage near the holy city of Mecca, Saudi Arabia, Tuesday, May 26, 2026. (AP Photo/Altaf Qadri)
Muslim pilgrims walk towards the rocky hill known as the Mountain of Mercy, on the Plain of Arafat, during the annual Hajj pilgrimage near the holy city of Mecca, Saudi Arabia, Tuesday, May 26, 2026. (AP Photo/Altaf Qadri)
Muslim pilgrims are silhouetted as they pray at top of the rocky hill known as the Mountain of Mercy, on the Plain of Arafat, during the annual Hajj pilgrimage near the holy city of Mecca, Saudi Arabia, Tuesday, May 26, 2026. (AP Photo/Altaf Qadri)
Muslim pilgrims pray at top of the rocky hill known as the Mountain of Mercy, on the Plain of Arafat, during the annual Hajj pilgrimage near the holy city of Mecca, Saudi Arabia, Tuesday, May 26, 2026. (AP Photo/Altaf Qadri)
Muslim pilgrims read a copy of Islam's holy book Quran atop of the rocky hill known as the Mountain of Mercy, on the Plain of Arafat, during the annual Hajj pilgrimage near the holy city of Mecca, Saudi Arabia, Tuesday, May 26, 2026. (AP Photo/Altaf Qadri)
