Hellofresh SeXETR: HFG

Q1 2026 Results Presentation

· MarketScreener
Q1 2026 Results

May 6th, 2026

1



Meal kits: Continued self-funded transformation into a profitable product category, anchored in high value customers

Strategy over the past 12 months:

(



Delivery on the efficiency reset

Creating a step change in our customer proposition

Transitioning to an ROI-led marketing strategy, at the expense of unprofitable volume

In 1'26, a combination of better-quality conversions and accelerated product investments



Positive impact on tenured customers:

Order rate and AOV is up yoy RevenUe retention is improvin8

Too early to note enough momentum on new customer acquisition flywheel to offset natural churn

Efficiency and pricing not enough to offset impact of front-end loaded product investments, inflation and volume-led operational deleveraging

Q1 2026 | 3

RTE: Primary focus on re-establishing strong unit economics and sustainable FY profitability

Achievements over the

past 12 months:

f6



Fixing quality fundamentals

Improving unit economics



Driving product excitement

back up



NPS1:+19 pps

Highest since 2023

AEBITDA: +40%

In EURm

Actives: +DD % Tenured customers

Focus going forward: Restarting the growth flywheel through



Attracting high quality new customers at sound ROls

Scale RTE International post Factor EU facility launch

Continue to improve retention and frequency of tenured customers

I "I *' I" ".' rTiCl I r "-." i-I' " ? • Fa'

  • ' 1I -". ".'Ti"I

    Q1 2026 | 4

    Q1 2026 Highlights:

Revenue of EUR 1.7bn, - 7.7% in constant currency for the Group

Meal kit revenue trajectory improved in cc for the fifth consecutive quarter. RTE revenue trend in cc roughly stable vs Q4 '25, in line with expectations

Q1 2026 AEBITDA of EUR 23.6m, impacted by ~EUR 25m due to severe winter storms

Contribution margin of 25.6%(1), down 1.4pp yoy, reflecting strategic product investments and temporary winter storms impact

Positive FCF in Q1 2026, with better working capital partly offsetting lower AEBITDA and higher Capex

FY 2026 outlook reconfirmed



Revenue of EUR 1.7bn in Q1 2026, a decrease of (7.7%) in cc

2025

2026

Q1 Net Revenue

(in € millions)

MK RTE

(12.9)% (15.0)%

CC (8.5)% CC (6.9)%

1,349.6

1,175.4

547.8

465.9

Q1 '25

Q1 '26

Q1 '25

Q1 '26

  • Q1'26 cc revenue developed as anticipated

    • 5th consecutive quarter of narrowing the

      revenue decline for MK

    • Broadly stable decline in RTE

  • The progress in meal kits is supported by stable revenue from tenured customers, higher order rates and higher net AOV (4.5% in cc yoy)

  • Although net revenue from tenured customers improved double-digit yoy for RTE in Q1'26, the yoy performance was still affected by the higher base of conversions in Q1'25

    • AOV increased by 1.4% in cc in Q1'26

      2025

      2026

      Q1 Contribution Margin(1) (in % of revenue)

      (1.4pp)

      27.0%

      25.6%

      Q1 2025

      Q1 2026

      Q1 2026 contribution margin down by (1.4pp) yoy to 25.6%(1); underlying trajectory supported by quality investments and disciplined cost management
  • The absolute contribution margin was affected by non recurring severe winter storm disruption (~EUR 25m) as well as FX translation

  • Contribution margin reflected the strategic direction of cost discipline: lower fulfilment costs and accelerated product investments to drive higher long-term retention

  • Q1 2026 CM expenses breakdown(1) :

    • Procurement and cooking: (40.2%), increase of 2.2pp yoy
    • Fulfilment: (34.4 %), decrease of 0.8pp yoy

Marketing spend down yoy for Q1 to 21.8 %(1) of revenue

2025

2026

Q1 Marketing(1) (in % of revenue)

0.3pp

(22.1)%

(21.8)%

Q1 2025

Q1 2026

  • Q1'26 Group marketing spend(1) down yoy by EUR 62.2m, or EUR 35m in cc (~(8)% like-for-like)

  • Meal kit marketing spend down low-single digit in cc, as strategic spend reductions initiated in mid-2024 have now established a sustainable baseline going forward

  • RTE marketing spend down yoy double digit in constant currency. This is driven by:

    • Lapping a high spend Q1'25 (which included significant brand investments)

    • Pursuit of tighter marketing ROIs

    • Somewhat offset by the need to invest behind the improved product

      Q1 2026 AEBITDA amounted to EUR 23.6m, including negative impact of ~ EUR 25m of snow storms

      Q1 AEBITDA

      in MEUR

      Q1 2026

      Q1 2025

      Change yoy

      Change yoy, CC

      Meal kits

      105.3

      154.1

      (31.7)%

      (28.4)%

      AEBITDA margin meal kits

      9.0%

      11.4%

      (2.5pp)

      -

      RTE

      (27.6)

      (45.9)

      (39.9)%

      (31.3)%

      AEBITDA margin RTE

      (5.9%)

      (8.4%)

      2.5pp

      -

      Others

      (5.8)

      (5.8)

      (0.6)%

      -

      Holding

      (48.3)

      (44.4)

      -

      -

      Group

      23.6

      58.1

      (59.3%)

      (58.6%)

      AEBITDA margin Group

      1.4%

      3.0%

      (1.6pp)

      -

      Positive Free Cash Flow of EUR 49.1m for Q1 2026

      2025

      2026

      Q1 FCF

      (in € millions)

      (18.8)

      67.9

      49.1

      Q1 2025

      Q1 2026

  • Q1'26 FCF decreased by EUR 18.8m yoy

  • Stronger working capital partially offset yoy decline in AEBITDA and higher Capex

  • Q1 '26 Capex increased yoy from EUR 34.4m in Q1 2025 to EUR 44.4m
    • Step-up in Factor EU investments

    • Some deferral of Capex payments into 2026

2026 outlook reconfirmed

Appendix

Group: Operational and Financial KPIs

Q1 25

Q1 26

Average Order Value (€) 68.1

66.6

Average Order Value constant currency (€) 68.1

70.9

%



Revenue1 (€m)

YoY revenue growth1

(7.7 %)

(13.2%)

Contribution margin2

Revenue

27.0%

25.6%

1,930.7 1,675.1

CC4

€

%



(€m)

521.5 429.4

AEBITDA3

(€m)

Revenue

3.0%

%



58.1

1.4%

23.6

North America: Operational and Financial KPIs

Q1 25

Q1 26

Average Order Value (€) 81.0

76.4

Average Order Value constant currency (€) 81.0

84.3

%



Revenue (€m)

YoY revenue growth1

1,231.0

(10.4%)

(18.8%)

999.1

CC4

€

Contribution margin2 (€m)

Revenue

%

30.3%

377.6

29.3%

297.3



AEBITDA3

(€m)

Revenue

4.9%

%



61.3

3.3%

33.4

International: Operational and Financial KPIs

Q1 25

Q1 26

Average Order Value (€) 52.9

55.9

Average Order Value constant currency (€) 52.9

56.2

%



Revenue1 (€m)

YoY revenue growth1

(2.8%)

(3.4%)

Contribution margin2

Revenue

23.4%

22.8%

699.7 676.0

CC4

€

%



(€m)

166.0 157.6

AEBITDA3

(€m)

Revenue

5.8%

5.6%

%



41.2 38.4

Profit and Loss Statement

3 months ended Change %

31-Mar-26

31-Mar-25

YoY

Revenue

1,675.1

1,930.7

(13.2%)

Procurement and cooking expenses

(673.8)

(734.2)

(8.2%)

Fulfillment expense

(580.4)

(773.7)

(25.0%)

Contribution Margin

420.9

422.7

(0.4%)

% of Revenue 25.1%

21.9%

2.8pp

Marketing Expense

(367.0)

(430.9)

(14.8%)

G&A, other income and expenses

(113.1)

(119.4)

(5.3%)

EBIT

(59.2)

(127.5)

(53.6%)

% of Revenue

(3.5)%

(6.6)%

3.1pp

Financial Result

(1.5)

(16.6)

91.0%

EBT

(60.7)

(144.1)

(57.9%)

Income Tax

4.8

20.4

76.5%

Loss for the period

(55.9)

(123.7)

(54.8%)

Reconciliation starting at EBIT

EBIT

(59.2)

(127.5)

(53.6%)

D&A and impairment

65.1

152.3

(57.3%)

EBITDA

5.8

24.7

(76.3%)

% of Revenue

0.3%

1.3%

(0.9pp)

Special Items

3.0

8.7

(66.1%)

SBC

14.8

24.6

(39.8%)

AEBITDA

23.6

58.1

(59.3%)

% of Revenue

1.4%

3.0%

(1.6pp)

Balance Sheet & Cash Flow Statement

In MEUR

As at 31-Mar-26

As at 31-Dec-25

Assets

Non-current assets

1,593.2

1,518.8

Cash and cash equivalents

245.5

211.1

Other current assets

360.2

351.7

Total assets

2,198.9

2,081.6

Equity and liabilities

Equity

617.6

670.2

Non-current liabilities

750.8

692.2

Current liabilities

830.5

719.2

Total equity and liabilites

2,198.9

2,081.6

In MEUR

Q1 2026

Q1 2025

Cash and cash equivalents at the beginning of the period

211.1

486.7

Net Cash flows from operating activities

124.6

134.7

Net Cash flows used in investing activities

(40.0)

(30.1)

Net Cash flows used in financing activities

(51.9)

(66.0)

Effects of exchange rate changes on cash and cash equivalents

1.7

(6.1)

Cash and cash equivalents at the end of the period

245.5

519.2

Share Count

As of March 31, 2026

Number of shares issued

159,000,000

Number of shares outstanding

144,083,146

Number of treasury shares

14,916,854

Employee incentive plan

VSO

RSU

Total

Vested (in mn)

15.6

2.9

18.5

Unvested (in mn)

7.2

12.4

19.6

Outstanding (in mn)

22.8

15.3

38.1

WAEP1 (in EUR) Vested

19.39

-

16.35

WAEP1 (in EUR) Unvested

7.33

-

2.69

WAEP1 (in EUR)

15.58

-

9.32



1Weighted Average Exercise Price

Q1 2026 Results | 18

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