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HelloFresh Buys Organic Rival in Bid to Overtake Blue Apron

  • Green Chef seen contributing $15 million in quarterly revenue
  • Acquisition expands HelloFresh’s footprint in the U.S.
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Photographer: Daniel Acker/Bloomberg
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HelloFresh SE, the German meal-kit company, has agreed to buy competitor Green Chef as it seeks to challenge industry-pioneer Blue Apron for supremacy in the U.S.

Green Chef sells organic, paleo and gluten-free meal kits -- a new area of the market for HelloFresh. The deal was announced in a regulatory filing Tuesday that didn’t include terms. Green Chef is expected to contribute about $15 million in quarterly revenue, starting in the second quarter, according to the filing.