HelloFresh is set to launch an immersive family food experience inside the Natural History Museum, as part of a wider marketing campaign.

Running from 27 July to 30 August, the meal delivery kit company will transform a dedicated space in the Natural History Museum into a farm-inspired installation where visitors can harvest ingredients in a digital environment.

Visitors will be able to choose from four HelloFresh recipes during the experience and gather around an interactive dining table to ‘cook’ a meal.

The installation was developed in response to the increasing concerns around children’s education around food production.

Additionally, the meal kit delivery service will unveil new research which explores the gap between what parents believe children know about where food comes from and what children understand about food production.

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This experience is part of the brand’s wider Bring Back Dinnertime campaign which aims to help families reconnect through food and spend more quality time with one another.

Philip Doran, CEO of HelloFresh UK & Ireland, said: “At HelloFresh, we believe that understanding where our food comes from is just as important as what’s on the plate. With The Curious Kitchen, we wanted to create something that is a genuinely hands-on experience where families can connect with the journey of their food together.

“Bringing this experience to the Natural History Museum felt like the perfect fit, giving us the chance to bring dinnertime to life in one of the most inspiring settings in the country and to help spark a lifelong curiosity about food in the next generation.”

The marketing installation is fully accessible and completely free to visit.