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Meal kit leader HelloFresh has announced a strategic collaboration with women’s media platform Betches Media, launching "The Galentine’s Dinner Edit" for the 2026 season.

The partnership targets the experiential dining market, positioning at-home cooking as a viable alternative to the traditional "night out" on Friday, 13 February. The initiative combines HelloFresh’s logistical food capability with Betches’ cultural authority among millennial and Gen Z women, offering a curated "hosting kit" alongside a thematic menu rollout.

The Commercial Offer: A 'Sip, Sparkle, and Slay' Kit

To widen the funnel beyond its existing subscriber base, the collaboration features a standalone, limited-edition hosting kit available for purchase without a subscription. Retailing at $24.99, the kit is designed to turn the kitchen into a social hub.

Kit Contents:

• 🔮 Entertainment: 'Pasta Tarot' cards and custom nostalgic fortune tellers.

• ✨ Décor: A rose gold sparkly table runner, white taper candles, and pink glass holders.

• 👩‍🍳 Apparel: A co-branded apron featuring the slogan "Left No Crumbs."

• 🥂 Beverage Elevators: Edible pink cocktail shimmer glitter.

Menu Strategy and Add-Ons

For subscribers, the campaign integrates directly into the HelloFresh menu rotation across the first two weeks of February. The strategy focuses on "elevated" comfort food and high-margin add-ons from the HelloFresh Market to boost average order value (AOV).

Themed Recipe Highlights (Jan 31 - Feb 13):

• Seared Salmon with Couscous

• Chicken Sausage Rigatoni with Bell Peppers in Blush Sauce

• Caramelised Onion & Mushroom Flatbread

Market Add-Ons: To complete the "dinner party" vibe, the brand is pushing ready-to-heat appetisers and desserts, including Brie & Raspberry Pastry Bites, Chocolate Lava Cakes, and Macarons.

The Shift to Home Entertaining

The launch is underpinned by consumer data suggesting a structural shift in dining habits. HelloFresh cites that 93% of Americans plan to cook as much or more in 2026, creating an opportunity to premiumise the at-home occasion.

Jorge Samayoa, CMO of Meal Kits at HelloFresh US, commented on the lifestyle integration:

Randi Windt, SVP Revenue Partnerships at Betches Media, added: “Our Galentine’s Day collaboration with HelloFresh isn’t just a campaign, it’s a celebration of girlhood and the shared experiences with friends that turn into core memories.”