HelloFresh taps AI technology to accelerate production and design elements of recipe card process

HelloFresh says it has enhanced its recipe card development process, using artificial intelligence to 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.

Starting in early November, US customers will experience the first recipe cards developed with this AI tool, with printed versions appearing in HelloFresh boxes from early December. Following the US launch, the company plans a global roll-out by the end of Q1 2026.

Traditionally, creating these materials involved lengthy cycles of editing design after a recipe was finalised.

By integrating generative AI into its creative process, HelloFresh claims it can now automate much of the layout and visual design work. 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,” says Assaf Ronen, Group President and CEO at HelloFresh US.

“This depth of culinary data is a key differentiator that allows our technology to bring together creativity, personalisation, and speed in a way that elevates the home experience for every customer.”

RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by 3D Cloud and EdTech Innovation Hub.

This is now open for entries. Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

Check out categories and entry forms here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.