HelloFresh cuts 2026 profit guidance as stock hits record low

HelloFresh, the Berlin-based meal kit provider, has significantly lowered its financial guidance for 2026 following a period of poor performance. The company expects a currency-adjusted revenue decline of between 9% and 11%, a sharp increase from its previous forecast of a 3% to 6% drop.

Management attributed the downturn to insufficient new customer acquisition during the critical ‘back-to-school’ period following the summer holidays. This shortfall was exacerbated by reduced marketing expenditures intended to protect profit margins. Consequently, the company has also revised its adjusted EBITDA forecast down to a range of 350 million to 370 million euros, compared to the previous target of 375 million to 425 million euros.

The stock market reacted sharply to the news, with shares hitting record lows and losing significant value in both regular and after-hours trading. Analysts from institutions such as UBS and JPMorgan expressed skepticism regarding the company's ability to stabilize quickly, noting that the reduction in marketing spend has directly impacted the volume of new customers needed to offset existing churn.