Recipe box brand HelloFresh is introducing more premium ingredients to its core menu, and more fruit or vegetables into every meal, to improve variety in family diets. 

Customers will now see premium protein ingredients, such as salmon, on the menu at no additional cost. All meals listed will include at least two fruits or vegetables, with new ingredients such as samphire, pomegranates and figs.

The change to the core menu comes as the recipe box giant found that 40% of parents have concerns about the lack of variety in their children’s diets, but admit the rising cost of food is preventing them from introducing different foods into family mealtimes.

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HelloFresh found that as a result, nearly a quarter (24%) of families are having less meat, 23% are eating less fresh food and 20% are eating less fish.

Alongside the new menu, the meal kit provider is launching a new and improved box, a recyclable cool box and limited edition in-box ‘Eat-N-Seek’ posters to provide an interactive way to help families try more foods together.

HelloFresh senior director of product Alix McCaffery said: “Mealtimes are typically known for being a source of contention with parents and children having different ideas on what they want to eat, but we know that only through trying and having access to new foods will fussy eaters become more open to the idea of a more varied diet.

“We hope our new boxes will be able to remove some of this stress, and instead bring back the enjoyment and interaction cooking brings to families. Our expanded selection of ingredients aims to make more premium products accessible to all our customers, and give children and parents the opportunity to try new, fresh foods at a time when other costs are rising.”