HelloFresh SE is expanding its business to Italy. The market entry is part of the groups global strategy to expand its total addressable market and secure long-term sustainable growth. Italy is the second geography to launch in 2021, following Norway in summer. The meal kit category in Italy is still in its infancy, giving HelloFresh the opportunity to establish and define the sector in a market of 26 million households. Around 75% of households will be served from the initial launch date, with plans to expand the offering in the short-term future. Italian customers will benefit from a global brand that is backed by an innovative technology platform and a state-of-the-art supply chain network, both of which are localized to the specific needs of the market. Italian operations will be coordinated from a newly opened office in Milan. In order to serve the Italian market efficiently, the global market leader will leverage its extensive experience and proven synergy effects. Clear focus on sustainability creates a unique value proposition: In order to provide customers in Italy with the best possible service, HelloFresh has opened a state-of-the-art fulfillment center in the province of Lodi, close to Milan. By operating locally, HelloFresh is able to take the lead on its sustainability-related commitments, which include significantly reducing food waste and carbon emissions across the supply chain. From day one, HelloFresh will have 0% food waste to landfill, with biogas waste processing and local donation partners, as well as 100% green energy for the office and solar panels scheduled to be installed on top of the warehouse. Direct carbon emissions will be offset as part of HelloFreshs global commitment to carbon neutrality.