Going forward, HelloFresh, a provider of recipe boxes (also called food boxes or farm boxes), will inform its customers more clearly about the contents and conditions of its subscriptions. HelloFresh decided to do so after the Netherlands Authority for Consumers and Markets (ACM) had confronted it about this issue. ACM received complaints from consumers that had unwittingly taken out subscriptions. In addition, they were dissatisfied with the way in which HelloFresh handled complaints about undelivered recipe boxes or missing products. HelloFresh has adjusted its practices with regard to both of these points.
Edwin van Houten, Director of ACM’s Consumer Department, explains: “To consumers that take out recipe-box subscriptions, it must be very clear that they are taking out subscriptions. Also, it must be clear to them what the durations and conditions of those subscriptions are, and how they are able to cancel them. We are pleased to see that HelloFresh now informs consumers more clearly about its subscriptions.”
What was this case about?
ACM received reports from consumers who did not realize they had signed up for permanent subscriptions to HelloFresh’s recipe boxes. Additionally, some consumers reported that they unwittingly ‘reactivated’ their subscriptions after they had previously cancelled them. It was not clear to them that, in doing so, they had taken out a new, permanent contract. HelloFresh has already implemented changes to this process. At the beginning of the order process, it is clearly mentioned that consumers take out a permanent contract, what the price is per week, what conditions apply, and how you can cancel the subscription.Also, consumers complained about the way in which HelloFresh handled complaints about recipe boxes that had not been delivered as well as complaints about missing products. Instead of getting their money back, they were offered vouchers. These vouchers could not be redeemed in combination with promotional codes. Moreover, the vouchers were not paid out to consumers if they cancelled their subscriptions. HelloFresh has adjusted its practices with regard to these issues. If a product is missing or faulty, it must be delivered anyway, replaced, or repaired. If none of these options are possible, then consumers are entitled to a refund. In this case with HelloFresh, refunds are the way to go, since replacements or repairs are not realistic options. Offering vouchers alone does not comply with the rules. Refunds are the starting point.
Swift approach to consumer problems
ACM has many different instruments at its disposal for solving consumer problems. When selecting the right approach, ACM puts consumers first. In this case, ACM chooses to confront the company in order to solve the problem. By monitoring reports filed with ACM’s consumer information portal ACM ConsuWijzer, ACM continues to check whether the company implements the adjustments that have been agreed upon.

HelloFresh to Improve Transparency in Subscription Practices Following Complaints

HelloFresh has decided to improve transparency in its subscription practices after receiving complaints from consumers who were unaware they had signed up for permanent subscriptions to its recipe boxes. Additionally, consumers reported dissatisfaction with HelloFresh's handling of complaints about undelivered boxes or missing products. HelloFresh has adjusted its practices to clearly inform customers about subscriptions and to offer refunds for missing or faulty products. ACM will monitor the company's implementation of these changes.

HelloFresh to Improve Transparency in Subscription Practices Following Complaints

HelloFresh, a provider of recipe boxes, will make changes to inform customers more clearly about the contents and conditions of its subscriptions after complaints were filed with the Netherlands Authority for Consumers and Markets (ACM).