Maartje Frederiks, the chief executive officer of HelloFresh Benelux, has stepped down from the position, effective 1 September 2019, reports distrifood.nl.
Frederiks was one of the founders of the company, which was launched eight years ago.
Under her leadership, HelloFresh went on to become one of the largest players in meal-kit delivery in the Netherlands, the report said.
Frederiks was also instrumental in securing an alliance with the supermarket chain, Plus, which sells HelloFresh meal-kits in its stores.
'Difficult Decision'
Frederiks described her decision to move on as "difficult" and added that her role as a founder was complete and the "time was ripe" to start a new journey.
HelloFresh board member Pauwel Wiertsema will step in as the new CEO of the business, according to the report.
The demand for meal box services in supermarkets saw a decline in the Netherlands in 2018.
According to GfK data, only 2.9% of customers opted for HelloFresh and other meal box providers last year, as opposed to 3.5% in 2017.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.
