HelloFresh Rolls Out Meals With Mindy Series

The wildly successful meal kit company is betting that the funny video segments with actress Mindy Kaling will convince wannabe cooks they can pull off dinner, too, easy peasy.

Actress Mindy Kaling offers inspiration for home cooks using Hello Fresh meal kits. Meals with Mindy … [+] are proving to be a big hit.

Hello Fresh
This is gonna be fun

That’s the mission at HelloFresh. Let’s take the stress out of cooking at home, period, end of story.

For accomplished home chefs, the “this is going to be fun” messaging imprinted on the brown paper bags of ingredients sent in each meal kit might seem a bit elementary. However, for a growing segment of the market, the sentiment rings so true. Cooking does not have to be a dreaded chore.

There’s no need to find a recipe and make a shopping list and go to the market. Consumers who sign onto the HelloFresh subscription model have a prep cook doing the heavy lifting before the ingredients arrive on their doorstep, complete with detailed instructions on how to bring the meal from kit to the dinner table for an Instagram-worthy moment before the feast. Because, as Mindy quips in one of the short video segments, the camera eats first.

Celebrity cooks

There’s certainly nothing new about adding star power to the mix in order to reach an audience…

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From Forbes - February 24, 2021