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Verification Page

This page provides information to verify HelloFresh's: (1) claims regarding portion size and pricing compared to Gousto; and (2) claims related to our blind taste test.

Verification of Value Claims

Our larger portion size, "Cheaper per 100g" and "Cheaper per kcal" claims regarding Gousto are based on three metrics:

1. Higher food mass per serving.
2. Higher food mass per £1 spent.
3. More energy (calories) per £1 spent.


The table below compares the average price per 100g, price per 100 kcal, mass per recipe, calories per recipe and price per serving of Gousto and HelloFresh for the period between 26/05/2026 and 09/06/2026, excluding surcharge recipes.

Metric HelloFresh Gousto
Average price per 100g£0.70£0.83
Average price per 100 kcal£0.53£0.60
Average mass per recipe559409
Average calories per recipe739565
Price per serving for 4 person box containing 5 recipes (inc. delivery)£3.90£3.40

Method

We compared the full menu of recipes at HelloFresh and Gousto during the relevant period above. Prices are based on a 4-person box containing 5 recipes (20 servings total) including delivery fees (Gousto: £67.98, HF: £77.98). Calculations include all core recipes but exclude surcharge recipes and add-ons. Mass and calorie data are taken from published recipe specifications. Any percentage difference is calculated as (HelloFresh - Gousto) ÷ Gousto.

Verification of Claims Related to our Blind Taste Test

Our claims are based on an independent blind taste test of 4 equivalent HelloFresh and Gousto recipes that was conducted by Wirral Sensory Services Ltd in April and May 2026.


Wirral Sensory Services Ltd, a specialist sensory research agency, conducted taste tests at central locations in Wirral (north) and Watford (south) across two waves in April and May 2026.

Four HelloFresh recipes were tested against equivalent Gousto recipes. The recipes tested and the number of unique respondents for each recipe test are described in the table below.

Recipe Category HelloFresh Recipe Name Gousto Recipe Name Total Number of Unique Respondents
Spaghetti Bolognese No Chop Spag Bol Beef Spaghetti Bolognese 157
Cumberland Sausages Cumberland Sausages & Garlic Mash with red onion & mushroom gravy & buttery peas One Tray Spring Sausage Tray Bake With Potatoes & Marmite Gravy 153
Bacon & Mushroom Linguine Pronto Bacon and Mushroom Linguine Bacon Alfredo Linguine With Broccoli 202
Lemon & Herb Basa Lemon & Herb Crusted Basa and Chive Butter Sauce Lemon Baked Basa With Spinach Mornay 202


The panel of respondents comprised meal-kit consumers who did not reject the flavour profiles being tested.

Products were prepared according to the respective brand's recipe card instructions and served debranded on numbered plates. The order of presentation was rotated across respondents to remove order bias.


Recipes were evaluated using the following measures:

Overall Preference: respondents selected their preferred product between the HelloFresh recipe and its Gousto comparator.

Purchase Intent: the percentage of respondents who would "probably" or "definitely" buy the product if they saw it available at a reasonable price.

Hedonic Attributes: respondents scored the following attributes on an 11-point scale (0 to 10): overall acceptance, appearance, flavour and texture.

Claims Questions: the percentage of respondents who provided an affirmative ("Yes") response when asked if the recipe met certain criteria, specifically: "Great Flavour," "Love the Flavour," "High-Quality Ingredients" or that they would "Recommend to family/friends".

Diagnostic Attributes: product specific JAR attributes rated on a 5-point scale.

Results

The results for each of the measures evaluated are described below.


Overall Preference


The table below shows the Overall Preference split per recipe for the period April to May 2026.

Recipe Category Product Overall Preference Statistically Significant Outcomes (95% confidence)
All products combined (n=714) HelloFresh 64% HF
Gousto 36%
Spaghetti Bolognese (n=157) HelloFresh 78% HF
Gousto 22%
Cumberland Sausages (n=153) HelloFresh 74% HF
Gousto 26%
Bacon & Mushroom Linguine (n=202) HelloFresh 67% HF
Gousto 33%
Lemon & Herb Basa (n=202) HelloFresh 44% No significant difference
Gousto 56%


Purchase Intent


The table below shows the purchase intent per recipe. T2B% refers to the percentage of respondents who would "probably" or "definitely" buy the product if they saw it available at a reasonable price.

Recipe Category Product Purchase Intent T2B% Statistically Significant Outcomes (95% confidence)
All products combined (n=714) HelloFresh 48% HF
Gousto 33%
Spaghetti Bolognese (n=157) HelloFresh 57% HF
Gousto 24%
Cumberland Sausages (n=153) HelloFresh 55% HF
Gousto 31%
Bacon & Mushroom Linguine (n=202) HelloFresh 45% HF
Gousto 23%
Lemon & Herb Basa (n=202) HelloFresh 40% Gousto
Gousto 52%


Hedonic Results


The table below shows the mean score of each recipe on an 11-point scale (0 to 10).

Recipe Category Product Overall Acceptance Appearance Aroma Flavour Texture Statistically Significant Outcomes (95% confidence)
All products combined (n=714) HelloFresh 6.90 7.22 7.15 6.96 7.31 HF all attributes
Gousto 6.21 6.65 6.58 6.36 6.58
Spaghetti Bolognese (n=157) HelloFresh 7.36 7.46 7.41 7.25 7.50 HF all attributes
Gousto 5.92 6.41 6.40 5.90 6.42
Cumberland Sausages (n=153) HelloFresh 7.16 7.27 6.96 7.13 7.48 HF Overall Acceptance, Appearance, Flavour, Texture
Gousto 6.01 6.39 6.99 6.55 6.26
Bacon & Mushroom Linguine (n=202) HelloFresh 6.76 7.00 7.27 6.77 7.17 HF all attributes
Gousto 5.72 6.68 6.32 5.91 6.15
Lemon & Herb Basa (n=202) HelloFresh 6.50 7.22 6.96 6.78 7.16 Gousto Overall Acceptance only
Gousto 7.09 7.01 6.67 7.01 7.37


Claims Questions


The table below shows the percentage of respondents for each recipe who answered "Yes" to each claim.

Recipe Category Product Great Flavour Love the Flavour High-Quality Ingredients Recommend Statistically Significant Outcomes (95% confidence)
All products combined (n=714) HelloFresh 64% 53% 67% 60% HF all attributes
Gousto 51% 38% 53% 45%
Spaghetti Bolognese (n=157) HelloFresh 69% 56% 65% 65% HF all attributes
Gousto 39% 29% 42% 35%
Cumberland Sausages (n=153) HelloFresh 73% 63% 75% 67% HF 'Love the Flavour', 'High-Quality Ingredients', 'Recommend to family/friends'
Gousto 58% 40% 52% 44%
Bacon & Mushroom Linguine (n=202) HelloFresh 61% 50% 61% 59% HF all attributes
Gousto 38% 26% 44% 33%
Lemon & Herb Basa (n=202) HelloFresh 57% 45% 68% 52% No significant difference
Gousto 68% 54% 71% 66%


Further information


Please visit https://www.hellofresh.co.uk/contact-us if you require further information.