HelloFresh SE — Call Transcript 2025

Good morning, ladies and gentlemen, and welcome to the HelloFresh SE H1 2025 Results Call. At this time, all participants have been placed on a listen-only mode. The floor will be open for questions following the presentation. Let me now turn the floor over to your host, Dominik Richter. Ladies and gentlemen, thank you for joining our Q2 earnings call. The focus of today's call is on sharing color on our most recent quarter and also on providing an update on our efficiency program and our product reinvestment strategy. Over the past 12 months, we've fixed a lot and done hard work on improving the underlying fundamentals of our business: fixing structured inefficiencies, rebuilding cost discipline, and simplifying our operating model. While we continue to be laser-focused on that, we're now also starting to set our eyes toward a return to growth with some really exciting product launches and a comprehensive reinvestment strategy kicking off in H2. Before I share more on that, let me start by quickly summarizing the highlights of our most recent quarter. We've made strong progress in executing our efficiency program, the major driver behind a significant expansion of adjusted EBITDA, adjusted EBIT, and free cash flow. Much of that work, though not always visible externally to its full degree, was essential. It was not only cost-cutting, but a structural reset of how we operate. The result in H1 and in Q2 specifically shows that we are well on track with our strategy that temporarily emphasizes profits and margins over growth. Consequently, and in line with that strategy, revenues reduced by 9% year-over-year to EUR 1.7 billion. Contribution margin, on the other hand, increased by 1.4 points to 27.3%, a multi-year high. This led to an adjusted EBITDA of EUR 158 million for Q2 alone, and notably a 15.8% adjusted EBITDA margin for our meal kit product group. EBIT also grew by an impressive 20% year-over-year to over EUR 100 million in Q2. The results of much improved profitability are also clearly visible in our free cash flow generation, which was up 4x in H1 2025 versus the same period last year. Given that robust cash generation and the imminent completion of our EUR 75 million share buyback program, we have announced an upsize of the program to EUR 175 million. That means an incremental share buyback of EUR 100 million. Based on strong underlying operating results, we are ahead of the midpoint of our initial EBITDA guidance and compiled consensus. This is despite ongoing product investments, tariff threats, and unprecedented inflation in red meat. Given the weakness of the U.S. dollar and other currencies versus our euro-denominated reporting currency, we want to reflect this in the euro EBITDA guidance. Suffice to say, the adjusted EBITDA and adjusted EBITDA margins remain unchanged and in line with what was implied in our previous guidance. We also narrow our top-line guidance from -3% to -8% to now -6% to -8%, given H1 top-line run rates, especially for our RTE business, where we saw some temporary operational setbacks. Finally, and most exciting, we're in the middle of launching some of the biggest product investments in HelloFresh history, with major product upgrades for HelloFresh U.S. and Factor U.S., the first step in our refresh strategy that aims to provide a radically better food experience and pave the way for a return to growth for the company. In previous interactions, we've emphasized two priorities for 2025: delivering on our ambitious EUR 300 million efficiency program and reinvesting into the product to materially improve the customer experience. It's really important to understand that these two priorities, efficiency and product reinvestment, are not isolated efforts. They are tightly interconnected, and they are deliberately sequenced. We've made strong progress on our efficiency program, and we are now starting to put that foundation to work to return to growth. Let's start with an update on our efficiency program. As a reminder, we aim to take about EUR 200 million of the EUR 300 million efficiency program to our bottom line, while planning to reinvest over EUR 100 million back into a much improved customer experience. Across our most important initiatives, we've made significant progress and are ahead of our original schedule. We improved direct labor productivity in our DCs and cooking operations considerably: a 19% year-over-year improvement in RTE and a 5% improvement in Meal Kits, which was a little bit held back by the ongoing ramp-up of our automated sites in DACH and the U.K. We've made good progress in right-sizing our network and reduced the square meter footprint in our operations by about 19% year-over-year to align with the updated growth trajectory. We also took decisive steps to build a leaner and faster organization, which year to date resulted in annualized personnel savings of EUR 60 million and 31% lower share-based compensation expenses through a restructure of our equity program. In addition, we drove savings across many indirect cost lines, such as software licenses and ancillary spend, and pivoted our marketing toward higher ROI thresholds. As a result, we're on track to implement about 80% of our efficiency program projects by year-end 2025. Of the planned EUR 300 million in recurring annual cost savings by 2026, we have implemented measures corresponding to about EUR 150 million annually already. Additional initiatives worth about EUR 90 million will still be executed in H2. Another EUR 60 million are scheduled for 2026. Based on current run rates and the tight governance we have wrapped around the program, we feel confident that we will achieve or outperform the original EUR 300 million cost savings target. Additional initiatives, especially stemming from our efforts of deploying generative AI into content production, menu planning, and workflow automation, may offer further upside to our EUR 300 million efficiency program base case. The majority of these tailwinds will still work their full effect through the P&L and balance sheet in the coming quarters, given the timing of site closures, severance packages, and notice periods. Crucially, the majority of these actions are permanent. They structurally lower our fixed cost base and improve margins on every order shipped in 2026 and beyond. Despite a lower top-line and order volume in H1, these efforts resulted in significantly improved profit contribution margins, lower indirect cost, and a leaner, faster organization already. The results are quite visible already. Free cash flow per share in H1 2025 was up four times versus the same period last year. Now we're starting to put that foundation to work, not only through additional share buybacks, but also via the deployment of a multi-year strategy we call the refresh. At its heart is a simple but powerful idea: leveraging our meaningfully improved cost. Ladies and gentlemen, please stay in line. We will continue shortly. Thank you for your patience. Please stay dialed in, and we will continue shortly. Thank you. Thank you everyone for your patience, and you can now continue. Okay, we're back. Apologies for that. We heard ourselves and some others were disconnected from the call, so we're going to restart on page eight where we talk about the refresh. Given the results from our efficiency program and the fact that both margins as well as cash flows per share are trending up very strongly, we're now putting that foundation to work, not only through additional share buybacks, but more importantly, via the deployment of a multi-year strategy we call the refresh. At its heart is a simple but powerful idea to leverage our meaningfully improved cost base to reinvest into what matters most: a radically better food experience. That means upgrading the quality, variety, and the personalization of our meals and massively expanding the number of options customers can choose from across Meal Kits and Ready-to-Eat. The flywheel is clear: cost discipline will provide the funds for product innovation, a great product drives retention and LTV, and retention unlocks profitable growth at scale. We also won't stop here. Every additional Euro saved on top of our base case efficiency program is a Euro we can put back partially into delighting customers. That's how we will return to sustainable, profitable growth and move one step closer to fulfilling our long-term mission to change the way people eat forever. A bulk of these product upgrades will launch in H2 2025 and scale into 2026. We have, however, de-risked our product-led return to growth strategy with select initiatives carried out in H1, the results of which have been encouraging and deepened our conviction about the refresh. In Canada, we doubled the number of weekly meal options and enabled HelloFresh customers to mix and match Meal Kits with Factor RTE meals all from one single account. In the UK, we redesigned the entire unboxing experience, including a new box design that keeps ingredients fresher for longer and generously increased vegetable portions and the share of seafood offerings. In Germany, we introduced organic proteins and organic dairy as premium options, moved entirely to grass-fed beef, and launched a series of successful street food monthly specials. All of these have been received very positively by customers and form the basis for which we plan our reinvestments in our U.S. market as well. The next major milestone we embark on is our largest product upgrade to date, which has been launched for the back-to-school season in the U.S. just last week. U.S. Meal Kits customers will benefit from a 50% larger menu, having now access to over 100 weekly options in a first step. At the same time, we're upgrading the menu itself through a combination of more seafood options, more generous protein and vegetable portion sizes, much higher cuisine diversity, and in the look and feel of our packaging, further emphasizing the improved value our customers get. Similarly, starting from August, Factor U.S. customers will see more than double the number of meals on the menu versus Q1 2025. This is in addition to a wide range of new high-value protein cuts, premium seafood options, and larger portion sizes. We will deepen the meal choice for our GLP-1 preference and also work on service level improvement, such as additional delivery days in H2. With such an ambitious product roadmap and product expansion also comes operational complexity and the adaption of our manufacturing processes. As a result, Factor US experienced operational setbacks in H1 that temporarily disrupted customer satisfaction and our growth momentum. As we rolled out our multi-leg growth plan, including GLP-1 target offerings, expanded cuisine variety, and upper funnel brand campaigns, we were in hindsight too slow to respond to emerging operational topics. Regular changes required us to invest in additional shelf-life testing, rework some of our most popular meals, and to temporarily increase meal reheat times. This resulted in a few months of much higher week-over-week repetition in our menus, reduced menu novelty, and adversely affected customer satisfaction metrics. With new leadership in place since April, we've moved decisively to course correct, and we've seen an encouraging trend reversal in recent months. Specifically, meal ratings are now at a 15-month high, recovering from the lows that we've seen in March. Cancellation rates simultaneously have declined for three consecutive months, supported by the deeper menu we offer now and exciting new ingredients that we have since onboarded. Forward-looking customer lifetime values also rebounded strongly from -15% year-over-year in late Q1, early Q2, to in line or better than prior year levels by June. These challenges were painful but instructive, and the recent momentum is quite encouraging. While initially a drag to margin and growth, achieving this level of food safety and quality is a critical step for aggressively expanding the menu and presents a significant competitive advantage versus our competitors. Now, with that, let's turn to a detailed review of our KPIs. Group orders reflect the dynamics of our strategy to emphasize profit and free cash flow generation in the first step over growth in 2025. Our focus on attracting higher value customers and strengthening marketing ROI led to a 12% decline in orders for Q2. Geographically, North America was down 16%, where Meal Kits actually sequentially improved in terms of growth rates, but RTE was held back by weaker growth in Q2, reasons that we just referenced, and aiming to re-accelerate again by Q4. International, down about 7%, a lot of this due to the timing of Easter and the many bank holidays we saw in Europe throughout May and June, which generally lead to more holidays, higher ports rates, and lower orders during those periods. Our AOV development in constant currency was positive across both geographic segments. North America improved by about 4% and International by about 5% for a combined group AOV growth of 3% year-over-year. It's a continuation of the trends that we saw previously: a combination of larger baskets, some select price increases, and lower incentive spend in line with our marketing strategy. Now, taken together, we ended Q2 with revenues down 9.5% in constant currency, similar to what we saw in Q1. By product category, we saw Meal Kits improving sequentially, mostly driven by better performance in U.S. Meal Kits, where we have started to slowly move ahead or slowly close the gap year-over-year. RTE growth was at -0.6%, clearly disappointing, but also very clear why it happens. We're recovering and improving trajectory now in Q3 and then aim to re-accelerate RTE growth again by Q4. Finally, our other category developed very positively and posted 55% year-over-year growth. With that, I'll hand over to Christian to walk us through the cost side and to share color on our updated guidance. Okay, thank you. As you will clearly see on the following pages, we maintain significant momentum in our efficiency program across all cost and even more forcefully cash flow metrics. Starting with our contribution margin, we see a significant leap forward. In Q2 2025, we have continued our contribution margin expansion with a substantial 140 basis points to 27.3%. This expansion is a direct result of the efficiency levers which Dominik had shown earlier, namely number one, a meaningful year-on-year increase in our direct labor productivity for both Meal Kits and Ready-to-Eat. Secondly, the decisive steps we are taking to decrease our production footprint in Meal Kits. Thirdly, efficiencies gained from reducing our overhead personnel and ancillary costs. Looking at our geographic segments, North America has further accelerated its remarkable increase in contribution margin, up by 380 basis points in Q2. In International, as discussed previously, we see a temporarily reduced contribution margin by 180 basis points, driven by the continued ramp-up of our automated sites, especially in the U.K. Importantly, all in line with what we've discussed in the past, we expect this to reverse by the end of this year, setting the stage for a year-on-year contribution margin expansion from Q2 onwards, also in International. In summary, we are so far well on track to exceed the contribution margin expansion target I had committed for the full year 2025, which, if you recall, was an expansion of at least 100 basis points. In Q2, we expanded by 140 basis points. For the full H1, we expanded contribution margin by 130 basis points, meaningfully above versus what we had given out as a target at the beginning of the year. This is a massive achievement, and it's really hard to achieve. These are not just numbers on a page, but everyone who works in fresh food manufacturing at scale will confirm that this is a massive achievement that only works if your tech tools click into place, if you rework and optimize a lot of underlying processes and deliver very strong, very consistent day-to-day management across our fulfillment centers. Very well done by our North America ops teams who are having achieved that extent and those sustainable savings under our efficiency program. Let me now turn to our marketing expenses. Here I want to be brief. This is really a continuation of the trend seen consistently now over the last four quarters. As you know, we've increased our performance marketing ROI targets mid-last year and stick to these in a disciplined manner. As a result, we have decreased our relative marketing spend again in Q2 by 80 basis points, very similar to what you've seen from us in Q1. By product group, these savings come primarily from Meal Kits, while we've kept total marketing spend for Ready-to-Eat broadly stable year on year. The disciplined execution of our efficiency program has allowed us to increase EBITDA year on year again. If you focus on the top of this table, we have increased our EBITDA in Q2 to EUR 158 million. This is EUR 12 million higher than last year's Q2 and means we have increased EBITDA for the full H1 of +EUR 54 million. Both of our geographic segments have contributed to this positive trend. North America increased EBITDA from EUR 132 million-EUR 138 million. International increased EBITDA from EUR 54 million-EUR 61 million. From a product group perspective, the Q2 EBITDA margin of Meal Kits was close to 16% and 13.5% for H1. We are planning to maintain this FMCG-type healthy team's margin level while gradually taking the business back to positive growth through product investments. In Ready-to-Eat, we achieved a positive EBITDA margin of 3.5% in Q2, similar to last year. Once we get to Q4, and thanks to the product improvement initiatives outlined by Dominik earlier, we're planning to start expanding EBITDA and revenue again in this product group by the end of this year. Lastly, total holding EBITDA is flat year on year in Q2, which is an achievement if you keep in mind that, number one, we have centralized a number of activities, leading to relatively more costs being allocated to holding. Secondly, we have restructured our equity program, which reduces the company's equity grants by EUR 30 million annually, so it saves us quite some money, but it increases EBITDA-relevant base comp by around about EUR 13 million annually. Lastly, some of the tech personnel expenses are capitalized as own developed software, i.e., reductions here will show up over time as reduced DNA, but not within EBITDA. On a like-for-like basis, we meaningfully decrease personnel costs also in the holding, contributing to the overall more than EUR 60 million annualized indirect personnel savings implemented by the group already. This EBITDA uplift in Q2 has also translated into a strong EBIT increase in the same quarter. We increased our adjusted EBIT in Q2 year on year by EUR 17 million-EUR 101 million, a 6% margin. This is driven by the factor I discussed earlier, namely the continued strong contribution margin improvements driven by our efficiency program and improved relative marketing expenses. Both of our geographic segments have delivered double-digit year-on-year adjusted EBIT increases, North America with a year-on-year increase of 14% to EUR 116 million and International with an increase of 16% to EUR 39 million. Now let's turn to our free cash flow, which is one of the highlights of our H1 performance. Here, the wings of our efficiency program show most clearly. We have grown our free cash flow by a factor of four times in the first half of 2025. Firstly, this is driven by the meaningful EBITDA expansion of EUR 54 million that we just discussed. In addition, we had a more pronounced cash inflow from working capital and a sizable tax refund in H1. We also had around EUR 30 million lower CapEx compared to last year. This altogether has boosted our free cash flow per share from EUR 0.30 last year to EUR 1.24 in H1 this year. Now in H2, we will, in line with what we had discussed previously, largely catch up with last year's CapEx, primarily as we build out our site here in Germany, to become our European ready-to-eat production site. Our free cash flow in H2 will therefore be somewhat more modest than in H1. We should achieve a full year number meaningfully in excess of EUR 200 million, i.e., we are on track to over-deliver meaningfully on a promise I made at our Capital Markets Day that we would more than double our free cash flow this year. Last year, we delivered around EUR 70 million of free cash flow. Doubling would be EUR 140 million. We're now trending to meaningfully above EUR 200 million for 2025. Given the healthy cash flow generation of the business, we've decided to increase our current share buyback program by EUR 100 million. Dominik had mentioned that earlier already to up to EUR 175 million. This will allow us to continue reducing our share count, further boosting free cash flow per share. Let's now turn to FX effects. Just to recall, we had provided our initial EBITDA outlook on a U.S. dollar to Euro rate of 1.04 and rates for other relevant currencies as of that time. However, the U.S. dollar has weakened meaningfully versus the Euro since the initial outlook was provided from 1.04-1.15 in June and currently even softer. In addition, certain other currencies relevant to HelloFresh's business have softened versus the euro over the same period, such as primarily the Canadian dollar and the Australian dollar. If June rates prevailed until the end of the year, this would mean for full year 2025, a negative impact of EUR 365 million for revenues, for euro-reported revenues, EUR 38 million impact on EBITDA and EUR 28 million on adjusted EBIT, part of which has crystallized in H1, primarily in Q2 already. Now, given the magnitude of this currency movement, we are reflecting this by marking to market our outlook on the next page. Before we talk about the profitability impact of FX, let's talk about constant currency revenue. Initially guided to a constant currency revenue decrease of -3% to -5% and -8% for the group, we are now narrowing this outlook within the range to a decrease of -6% to -8% constant currency revenue growth. Key driver is the RTE product group, which in H1 has grown 3.6% on a constant currency basis and was slightly negative in Q2. It is only expected to re-accelerate growth towards the end of the year as a result of the refresh program. Now let's come to profitability. Our original full year 2025 outlook of EUR 200 million-EUR 250 million EBIT and EUR 450 million-EUR 500 million of EBITDA was provided, as we just discussed, on a U.S. dollar of 1.04. Very importantly, actual underlying earnings performance in H1, excluding FX effects of the group, has been slightly better than the basis on which the outlook was originally provided, primarily thanks to the disciplined execution of our ongoing efficiency program. However, as discussed on the previous page, the U.S. dollar and certain other relevant currencies have weakened meaningfully, as we've seen on the previous page, versus the Euro since the initial outlook was provided. We are therefore marking our original adjusted EBIT outlook to the impact of these currency developments by EUR 25 million and our EBITDA outlook by EUR 35 million, i.e., a touch less than the full year effect we've seen on the previous page. This implies shifting the midpoint of our previous 2025 adjusted EBIT range from EUR 225 million-EUR 200 million, resulting in an updated range of EUR 175 million-EUR 225 million. Shifting the midpoint of our previous 2025 adjusted EBITDA range from EUR 475 million-EUR 440 million, resulting in an updated range of EUR 415 million-EUR 465 million. Again, this adjustment only reflects the FX impact, assuming June rates for H2 as outlined. Implied adjusted EBITDA and adjusted EBIT margins remain unchanged to before. If the dollar were to strengthen towards Q4, we are happy to shift that range to the right again. Given that the vast majority of our profits are generated from non-euro currency markets, we have to reflect that currency movement in our outlook. However, this has nothing to do with the underlying performance, just to make this clear again. I.e., we target to cover any upfront costs related to the product investments and the refresh program that Dominik had outlined, which primarily will occur in Q3, any other planned customer-focused initiatives, as well as the impact of announced U.S. tariffs within our original outlook. Very lastly, for Q3, we expect to be somewhat below last year's EBIT and EBITDA, given the combination of, one, FX headwinds, which we've now discussed at length. Secondly, upfront costs related to the refresh program and the implementation of other customer-centric measures, which will impact both contribution margin and marketing in Q3. With that, apologies again for the technical glitch by our provider in the middle of the presentation, and we still look forward to your questions. Ladies and gentlemen, if you would like to ask a question now, please press nine, followed by the star key on your telephone keypad. In case you wish to cancel your question, please press three, followed by the star key. We kindly ask you to limit your questions to one per person. In case there's more time, we'll take on further questions. Thank you. The first question comes from Luke Holbrook, Morgan Stanley. Please go ahead. Thank you for taking my question this morning. My question would just be on the other CMD. You described that the core base of customers that you had was around 64% of your total orders. In other words, those that had ordered at least 21x on your platform. I think 80% of orders were that had ordered at least 11x. I'm just wondering, with this degree of revenue decline that we've seen in the first half of the year, where are we in terms of getting towards that core cohort base? In other words, by this time, by the end of the year, do you expect to be at that level? Thank you very much. Look, in terms of the data that you referred to, that was basically the maturity breakdown of our Meal kits customer base that we had discussed at the Capital Markets Day. There's no change to that breakdown in terms of the split of our orders. It is very weighted to mature, loyal, high-quality customers within Meal Kits. In terms of the Meal Kits volume and revenue development going forward, you should continue to see a gradual improvement. It is gradual, but if you compare Q2 versus Q1, you see already that our revenue has picked up, and you should continue to see that into Q3 and even more forcefully into Q4. The momentum here is going into the right direction. The second derivative, so to speak, is positive again for that business, but it takes a while for that to wash through. Okay, so you're saying there's no change in the actual cohort mix despite revenue declining year on year. I'm just trying to understand why that would be the case, why it would be seen across all cohorts in the same fashion. The revenue decline, no difference really to what we had discussed four months ago. The revenue decrease year on year really comes from the fact that there are in absolute numbers less new customers in that mix, and they miss in terms of their revenue contribution. They are less relevant for total value and profits, but their revenue contribution basically is what's missing. Again, the absolute number of orders that we generate from our loyal customers is not down year on year meaningfully. Understood. Thank you. The next question comes from Joseph Barnet-Lamb, UBS. Please go ahead. Excellent. Thank you for taking my question. I just want to understand what's going on in RTE a little better. Correct me if I'm wrong, but one way you could view the business is that growth is a function of marketing, and marketing is a function of customer lifetime value versus CAC. I understand there were specific factors that impacted RTE in the quarter, which would have lowered customer lifetime value. As a result, deploying marketing would have been less attractive. You state that customer lifetime value in RTE was in line or better than the prior year in June. Why would it take until 4Q for growth to re-accelerate in RTE? Why wouldn't that happen sooner? Is there some shift in CAC, or are you expecting churn to remain materially elevated, albeit your chart seemed to show that wasn't the case? Just looking for a bit more color there. Thank you. Great question. What we're quoted here is the projected customer lifetime value. That's the customer lifetime value that will materialize over the next couple of quarters. We have very good visibility into projected customer lifetime after the first couple of weeks and the order behavior that customers have in those first couple of weeks. To give you just like a simple example, if you're ordering two times in the first three weeks, there's a very high predictability how many orders you're going to be placing over three months, six months, nine months, 12 months. What you see here in the reversal is that the early customer behavior has changed quite a bit, sort of like going out of Q2. That impact will then kind of like only shine through the P&L to a larger degree in Q3 and predominantly in Q4 and 2026. That's the difference between a lagging metric and a predictive metric. That's very helpful. Thank you. The next question comes from Giles Thorne, Jefferies. Please go ahead. Thank you. It was a question on competition in Ready-to-Eat in the U.S. CookUnity was already a threat and by all accounts is building momentum. On Tuesday, we had Wonder relaunching Blue Apron, excuse me, relaunching Blue Apron. For three of those operators, including yourself, there is a big divergence in models for the category in the U.S. Can you give an account again, please, Dominik, especially given the issues you've had in the quarter? Why the Factor model or industrialized production and a subscription model remains the right way to go for the category in the U.S.? Thanks. There are obviously advantages and disadvantages with different business models and different operating models. I think we very clearly feel that we can scale to a very large number of meals in line with what CookUnity is offering today and was able to offer faster to customers given their decentralized setup. We want to do that from a largely centralized manufacturing capability. I think food and health safety standards are extremely important in this industry. That is also where we want to be the leader. That is where we have taken steps in Q1, Q2 to really make sure that our processes are super robust and absolutely leading. That is something which in the short term, very clearly, we weren't able to scale up as quickly to the same large menu that a smaller provider like CookUnity had temporarily. We think in the long run that it doesn't hold us back to get to the same levels of menu variety and menu novelty for customers. I think on the subscription model itself, in my view, there are again very, very clear benefits of running in a soft subscription model like ours versus one-off orders. It's also not sort of set in stone. We are big believers that this offers a big customer value. You don't need to every time go in and choose and make an offer. You actually have it on autopilot. That's what many, many customers actually appreciate. The food landscape has always been fragmented. I think there's never going to be a winner-takes-all market for one restaurant or for one type of grocery shopping, cooking, et cetera. We definitely do feel that by reinvesting into the product now, by making sure we have the best product and offer, we have a lot of opportunity to first return to growth and then grow sustainably for many years to come. Have any thoughts, Dominik, on the shift that Blue Apron has made by moving the subscription from the Meal Kit onto the delivery in the kind of Amazon Prime-type model? I don't have a very nuanced view on it. I think generally it's always interesting if you see competitors playing around with some elements of the business model that you have in an industry. We're definitely watching it closely. I think in the food business, you win mostly by having the best product on the market. That's very, very clearly what we want to focus on in the upcoming quarters. I think that's the way bigger driver for long-term success than playing around on the margins of the business model, while being very interesting. I definitely don't want to talk it down. It's very interesting to watch that from the sidelines. Our clear strategy is to make sure that we have a radically different food experience and the best food experience on the market. Thank you. The next question comes from Nizla Naizer, Deutsche Bank. Please go ahead. Great. Thank you very much. My question is on the contribution to RTE from the international markets that you launched in. Could you give us some color as to how that's going and when it would start to contribute to growth and really drive that segment? Maybe just connected to that, if I may, when you think of 2026, and I know it's a bit early, is a return to growth from a group level the plan for 2026? How are you sort of thinking about that? Thank you. In this light, it's Christian here. In terms of Ready-to-Eat Europe contribution or international contribution that is growing nicely, it is however also coming at a cost. It is also contributing with a negative EBITDA this year around about EUR 15 million, which is quite a bit up versus basically what it had contributed in terms of negative share last year. Again, it is scaling very much in line with what we have planned. I would say the next milestone for us to further dial up our ambition level here is once the European production site goes live and ramps in 2026. In terms of overall group growth, delivering positive growth in 2026 is certainly something we strive for. Thank you. The next question comes from Andrew Ross, Barclays. Your line is open. Great. Good morning, guys. Thanks for taking the question. I wanted to come back to the guidance and just to try and reconcile the language you've given on the guidance for EBITDA and EBIT today versus Q1. I guess in late April, when you reported Q1, a lot of the FX move had already happened, but you didn't change the profitability guidance. There was a sense that better underlying performance could offset at least some of the FX headwinds. You're still saying today that the underlying picture is better in the first half. When I look at the guidance change, it pretty much reflects the mark to market on FX. I'm just trying to understand why that's the case. Is it because you're just being a bit conservative and the ranges are quite wide, but the underlying is better? Is it that we're now assuming that the underlying is actually worse than expected in the second half to offset the better first half? Thank you. Yeah, Andrew, I would say we were not necessarily our base case, and I would say probably not the one of the market itself was that the dollar continued to weaken consistently since then. Yes, if this would have been confined to roughly a quarter, we would have done our best to just absorb it and basically outperform somewhere else to absorb the impact of a couple of months for a full year. Again, we're talking about an impact for the full year of close to EUR 40 million in terms of EBITDA. That just doesn't work. Again, this is pure FX. Now basically all rates softened versus or have softened versus the euro. There will be also a period where this goes the other way. There's nothing under that's really affecting our business itself. It is what it is. Again, if this would have been confined to a couple of months, then we would have been fine to absorb it full year. We're now at seven months through that year already. That just doesn't work for that extent. If the underlying is better and the FX headwind is EUR 38 million, why lower the guidance to EUR 35 million? Why not lower the guidance by less to reflect a better underlying picture? Look, number one, we took it down a bit less. It's close to 40. With the FX impact, we shifted it from EBITDA level down by 35. That outperformance in H1, we need to also keep in our back pocket to reinvest into the product. We're happy to bring home those EUR 200 million net to the bottom line, but anything beyond by 2026, anything beyond we want to put back into the product as Dominik had outlined. Got it. Okay, thank you. Okay, thank you very much. If there are no further questions, I'd like to hand it back to the speakers for some final closing remarks. Thank you for joining us for today's call. We look forward to reporting back on our progress towards the end of October when we release our Q3 numbers. Have a nice day and good holidays wherever you are. Thank you.

Speaker 6: Good morning, ladies and gentlemen, and welcome to the HelloFresh SE H1 2025 Results Call. At this time, all participants have been placed on a listen-only mode. The floor will be open for questions following the presentation. Let me now turn the floor over to your host, Dominik Richter. Good morning, ladies and gentlemen, and welcome to the HelloFresh SE H1 2025 Results Call. good morning ladies and gentlemen and welcome to the hellofresh se h1 2025 results call At this time, all participants have been placed on a listen-only mode. at this time all participants have been placed on a listen-only mode The floor will be open for questions following the presentation. the floor will be open for questions following the presentation Let me now turn the floor over to your host, Dominik Richter. let me now turn the floor over to your host dominik richter

Speaker 5: Ladies and gentlemen, thank you for joining our Q2 earnings call. The focus of today's call is on sharing color on our most recent quarter and also on providing an update on our efficiency program and our product reinvestment strategy. Over the past 12 months, we've fixed a lot and done hard work on improving the underlying fundamentals of our business: fixing structured inefficiencies, rebuilding cost discipline, and simplifying our operating model. While we continue to be laser-focused on that, we're now also starting to set our eyes toward a return to growth with some really exciting product launches and a comprehensive reinvestment strategy kicking off in H2. Before I share more on that, let me start by quickly summarizing the highlights of our most recent quarter. Ladies and gentlemen, thank you for joining our Q2 earnings call. ladies and gentlemen thank you for joining our q2 earnings call The focus of today's call is on sharing color on our most recent quarter and also on providing an update on our efficiency program and our product reinvestment strategy. the focus of today's call is on sharing color on our most recent quarter and also on providing an update on our efficiency program and our product reinvestment strategy Over the past 12 months, we've fixed a lot and done hard work on improving the underlying fundamentals of our business: fixing structured inefficiencies, rebuilding cost discipline, and simplifying our operating model. over the past 12 months we've fixed a lot and done hard work on improving the underlying fundamentals of our business fixing structured inefficiencies rebuilding cost discipline and simplifying our operating model While we continue to be laser-focused on that, we're now also starting to set our eyes toward a return to growth with some really exciting product launches and a comprehensive reinvestment strategy kicking off in H2. while we continue to be laser-focused on that we're now also starting to set our eyes toward a return to growth with some really exciting product launches and a comprehensive reinvestment strategy kicking off in h2 Before I share more on that, let me start by quickly summarizing the highlights of our most recent quarter. before i share more on that let me start by quickly summarizing the highlights of our most recent quarter We've made strong progress in executing our efficiency program, the major driver behind a significant expansion of adjusted EBITDA, adjusted EBIT, and free cash flow. Much of that work, though not always visible externally to its full degree, was essential. It was not only cost-cutting, but a structural reset of how we operate. The result in H1 and in Q2 specifically shows that we are well on track with our strategy that temporarily emphasizes profits and margins over growth. Consequently, and in line with that strategy, revenues reduced by 9% year-over-year to EUR 1.7 billion. Contribution margin, on the other hand, increased by 1.4 points to 27.3%, a multi-year high. This led to an adjusted EBITDA of EUR 158 million for Q2 alone, and notably a 15.8% adjusted EBITDA margin for our meal kit product group. We've made strong progress in executing our efficiency program, the major driver behind a significant expansion of adjusted EBITDA, adjusted EBIT, and free cash flow. we've made strong progress in executing our efficiency program the major driver behind a significant expansion of adjusted ebitda adjusted ebit and free cash flow Much of that work, though not always visible externally to its full degree, was essential. much of that work though not always visible externally to its full degree was essential It was not only cost-cutting, but a structural reset of how we operate. it was not only cost-cutting but a structural reset of how we operate The result in H1 and in Q2 specifically shows that we are well on track with our strategy that temporarily emphasizes profits and margins over growth. the result in h1 and in q2 specifically shows that we are well on track with our strategy that temporarily emphasizes profits and margins over growth Consequently, and in line with that strategy, revenues reduced by 9% year -over- year to EUR 1.7 billion. consequently and in line with that strategy revenues reduced by 9% year -over- year to eur 1.7 billion Contribution margin, on the other hand, increased by 1.4 points to 27.3%, a multi-year high. contribution margin on the other hand increased by 1.4 points to 27.3% a multi-year high This led to an adjusted EBITDA of EUR 158 million for Q2 alone, and notably a 15.8% adjusted EBITDA margin for our meal kit product group. this led to an adjusted ebitda of eur 158 million for q2 alone and notably a 15.8% adjusted ebitda margin for our meal kit product group EBIT also grew by an impressive 20% year-over-year to over EUR 100 million in Q2. The results of much improved profitability are also clearly visible in our free cash flow generation, which was up 4x in H1 2025 versus the same period last year. Given that robust cash generation and the imminent completion of our EUR 75 million share buyback program, we have announced an upsize of the program to EUR 175 million. That means an incremental share buyback of EUR 100 million. Based on strong underlying operating results, we are ahead of the midpoint of our initial EBITDA guidance and compiled consensus. This is despite ongoing product investments, tariff threats, and unprecedented inflation in red meat. Given the weakness of the U.S. dollar and other currencies versus our euro-denominated reporting currency, we want to reflect this in the euro EBITDA guidance. EBIT also grew by an impressive 20% year -over- year to over EUR 100 million in Q2. ebit also grew by an impressive 20% year -over- year to over eur 100 million in q2 The results of much improved profitability are also clearly visible in our free cash flow generation, which was up 4x in H1 2025 versus the same period last year. the results of much improved profitability are also clearly visible in our free cash flow generation which was up 4x in h1 2025 versus the same period last year Given that robust cash generation and the imminent completion of our EUR 75 million share buyback program, we have announced an upsize of the program to EUR 175 million. given that robust cash generation and the imminent completion of our eur 75 million share buyback program we have announced an upsize of the program to eur 175 million That means an incremental share buyback of EUR 100 million. that means an incremental share buyback of eur 100 million Based on strong underlying operating results, we are ahead of the midpoint of our initial EBITDA guidance and compiled consensus. based on strong underlying operating results we are ahead of the midpoint of our initial ebitda guidance and compiled consensus This is despite ongoing product investments, tariff threats, and unprecedented inflation in red meat. this is despite ongoing product investments tariff threats and unprecedented inflation in red meat Given the weakness of the U.S. dollar and other currencies versus our euro-denominated reporting currency, we want to reflect this in the euro EBITDA guidance. given the weakness of the u.s dollar and other currencies versus our euro-denominated reporting currency we want to reflect this in the euro ebitda guidance Suffice to say, the adjusted EBITDA and adjusted EBITDA margins remain unchanged and in line with what was implied in our previous guidance. We also narrow our top-line guidance from -3% to -8% to now -6% to -8%, given H1 top-line run rates, especially for our RTE business, where we saw some temporary operational setbacks. Finally, and most exciting, we're in the middle of launching some of the biggest product investments in HelloFresh history, with major product upgrades for HelloFresh U.S. and Factor U.S., the first step in our refresh strategy that aims to provide a radically better food experience and pave the way for a return to growth for the company. In previous interactions, we've emphasized two priorities for 2025: delivering on our ambitious EUR 300 million efficiency program and reinvesting into the product to materially improve the customer experience. Suffice to say, the adjusted EBITDA and adjusted EBITDA margins remain unchanged and in line with what was implied in our previous guidance. suffice to say the adjusted ebitda and adjusted ebitda margins remain unchanged and in line with what was implied in our previous guidance We also narrow our top-line guidance from -3% to -8% to now -6% to -8%, given H1 top-line run rates, especially for our RTE business, where we saw some temporary operational setbacks. we also narrow our top-line guidance from -3% to -8% to now -6% to -8% given h1 top-line run rates especially for our rte business where we saw some temporary operational setbacks Finally, and most exciting, we're in the middle of launching some of the biggest product investments in HelloFresh history, with major product upgrades for HelloFresh U.S. and Factor U.S. , the first step in our refresh strategy that aims to provide a radically better food experience and pave the way for a return to growth for the company. finally and most exciting we're in the middle of launching some of the biggest product investments in hellofresh history with major product upgrades for hellofresh u.s and factor u.s the first step in our refresh strategy that aims to provide a radically better food experience and pave the way for a return to growth for the company In previous interactions, we've emphasized two priorities for 2025: delivering on our ambitious EUR 300 million efficiency program and reinvesting into the product to materially improve the customer experience. in previous interactions we've emphasized two priorities for 2025 delivering on our ambitious eur 300 million efficiency program and reinvesting into the product to materially improve the customer experience It's really important to understand that these two priorities, efficiency and product reinvestment, are not isolated efforts. They are tightly interconnected, and they are deliberately sequenced. We've made strong progress on our efficiency program, and we are now starting to put that foundation to work to return to growth. Let's start with an update on our efficiency program. As a reminder, we aim to take about EUR 200 million of the EUR 300 million efficiency program to our bottom line, while planning to reinvest over EUR 100 million back into a much improved customer experience. Across our most important initiatives, we've made significant progress and are ahead of our original schedule. It's really important to understand that these two priorities, efficiency and product reinvestment, are not isolated efforts. it's really important to understand that these two priorities efficiency and product reinvestment are not isolated efforts They are tightly interconnected, and they are deliberately sequenced. they are tightly interconnected and they are deliberately sequenced We've made strong progress on our efficiency program, and we are now starting to put that foundation to work to return to growth. we've made strong progress on our efficiency program and we are now starting to put that foundation to work to return to growth Let's start with an update on our efficiency program. let's start with an update on our efficiency program As a reminder, we aim to take about EUR 200 million of the EUR 300 million efficiency program to our bottom line, while planning to reinvest over EUR 100 million back into a much improved customer experience. as a reminder we aim to take about eur 200 million of the eur 300 million efficiency program to our bottom line while planning to reinvest over eur 100 million back into a much improved customer experience Across our most important initiatives, we've made significant progress and are ahead of our original schedule. across our most important initiatives we've made significant progress and are ahead of our original schedule We improved direct labor productivity in our DCs and cooking operations considerably: a 19% year-over-year improvement in RTE and a 5% improvement in Meal Kits, which was a little bit held back by the ongoing ramp-up of our automated sites in DACH and the U.K. We've made good progress in right-sizing our network and reduced the square meter footprint in our operations by about 19% year-over-year to align with the updated growth trajectory. We also took decisive steps to build a leaner and faster organization, which year to date resulted in annualized personnel savings of EUR 60 million and 31% lower share-based compensation expenses through a restructure of our equity program. In addition, we drove savings across many indirect cost lines, such as software licenses and ancillary spend, and pivoted our marketing toward higher ROI thresholds. We improved direct labor productivity in our DCs and cooking operations considerably: a 19% year-over-year improvement in RTE and a 5% improvement in Meal Kits, which was a little bit held back by the ongoing ramp-up of our automated sites in DACH and the U.K. we improved direct labor productivity in our dcs and cooking operations considerably a 19% year-over-year improvement in rte and a 5% improvement in meal kits which was a little bit held back by the ongoing ramp-up of our automated sites in dach and the u.k We've made good progress in right-sizing our network and reduced the square meter footprint in our operations by about 19% year -over- year to align with the updated growth trajectory. we've made good progress in right-sizing our network and reduced the square meter footprint in our operations by about 19% year -over- year to align with the updated growth trajectory We also took decisive steps to build a leaner and faster organization, which year to date resulted in annualized personnel savings of EUR 60 million and 31% lower share-based compensation expenses through a restructure of our equity program. we also took decisive steps to build a leaner and faster organization which year to date resulted in annualized personnel savings of eur 60 million and 31% lower share-based compensation expenses through a restructure of our equity program In addition, we drove savings across many indirect cost lines, such as software licenses and ancillary spend, and pivoted our marketing toward higher ROI thresholds. in addition we drove savings across many indirect cost lines such as software licenses and ancillary spend and pivoted our marketing toward higher roi thresholds As a result, we're on track to implement about 80% of our efficiency program projects by year-end 2025. Of the planned EUR 300 million in recurring annual cost savings by 2026, we have implemented measures corresponding to about EUR 150 million annually already. Additional initiatives worth about EUR 90 million will still be executed in H2. Another EUR 60 million are scheduled for 2026. Based on current run rates and the tight governance we have wrapped around the program, we feel confident that we will achieve or outperform the original EUR 300 million cost savings target. Additional initiatives, especially stemming from our efforts of deploying generative AI into content production, menu planning, and workflow automation, may offer further upside to our EUR 300 million efficiency program base case. As a result, we're on track to implement about 80% of our efficiency program projects by year-end 2025. as a result we're on track to implement about 80% of our efficiency program projects by year-end 2025 Of the planned EUR 300 million in recurring annual cost savings by 2026, we have implemented measures corresponding to about EUR 150 million annually already. of the planned eur 300 million in recurring annual cost savings by 2026 we have implemented measures corresponding to about eur 150 million annually already Additional initiatives worth about EUR 90 million will still be executed in H2. additional initiatives worth about eur 90 million will still be executed in h2 Another EUR 60 million are scheduled for 2026. another eur 60 million are scheduled for 2026 Based on current run rates and the tight governance we have wrapped around the program, we feel confident that we will achieve or outperform the original EUR 300 million cost savings target. based on current run rates and the tight governance we have wrapped around the program we feel confident that we will achieve or outperform the original eur 300 million cost savings target Additional initiatives, especially stemming from our efforts of deploying generative AI into content production, menu planning, and workflow automation, may offer further upside to our EUR 300 million efficiency program base case. additional initiatives especially stemming from our efforts of deploying generative ai into content production menu planning and workflow automation may offer further upside to our eur 300 million efficiency program base case The majority of these tailwinds will still work their full effect through the P&L and balance sheet in the coming quarters, given the timing of site closures, severance packages, and notice periods. Crucially, the majority of these actions are permanent. They structurally lower our fixed cost base and improve margins on every order shipped in 2026 and beyond. Despite a lower top-line and order volume in H1, these efforts resulted in significantly improved profit contribution margins, lower indirect cost, and a leaner, faster organization already. The results are quite visible already. Free cash flow per share in H1 2025 was up four times versus the same period last year. Now we're starting to put that foundation to work, not only through additional share buybacks, but also via the deployment of a multi-year strategy we call the refresh. The majority of these tailwinds will still work their full effect through the P&L and balance sheet in the coming quarters, given the timing of site closures, severance packages, and notice periods. the majority of these tailwinds will still work their full effect through the p&l and balance sheet in the coming quarters given the timing of site closures severance packages and notice periods Crucially, the majority of these actions are permanent. crucially the majority of these actions are permanent They structurally lower our fixed cost base and improve margins on every order shipped in 2026 and beyond. they structurally lower our fixed cost base and improve margins on every order shipped in 2026 and beyond Despite a lower top-line and order volume in H1, these efforts resulted in significantly improved profit contribution margins, lower indirect cost, and a leaner, faster organization already. despite a lower top-line and order volume in h1 these efforts resulted in significantly improved profit contribution margins lower indirect cost and a leaner faster organization already The results are quite visible already. the results are quite visible already Free cash flow per share in H1 2025 was up four times versus the same period last year. free cash flow per share in h1 2025 was up four times versus the same period last year Now we're starting to put that foundation to work, not only through additional share buybacks, but also via the deployment of a multi-year strategy we call the refresh. now we're starting to put that foundation to work not only through additional share buybacks but also via the deployment of a multi-year strategy we call the refresh At its heart is a simple but powerful idea: leveraging our meaningfully improved cost. At its heart is a simple but powerful idea: leveraging our meaningfully improved cost. at its heart is a simple but powerful idea leveraging our meaningfully improved cost

Speaker 6: Ladies and gentlemen, please stay in line. We will continue shortly. Thank you for your patience. Please stay dialed in, and we will continue shortly. Thank you. Thank you everyone for your patience, and you can now continue. Ladies and gentlemen, please stay in line. ladies and gentlemen please stay in line We will continue shortly. we will continue shortly Thank you for your patience. thank you for your patience Please stay dialed in, and we will continue shortly. please stay dialed in and we will continue shortly Thank you. thank you Thank you everyone for your patience, and you can now continue. thank you everyone for your patience and you can now continue

Speaker 5: Okay, we're back. Apologies for that. We heard ourselves and some others were disconnected from the call, so we're going to restart on page eight where we talk about the refresh. Given the results from our efficiency program and the fact that both margins as well as cash flows per share are trending up very strongly, we're now putting that foundation to work, not only through additional share buybacks, but more importantly, via the deployment of a multi-year strategy we call the refresh. At its heart is a simple but powerful idea to leverage our meaningfully improved cost base to reinvest into what matters most: a radically better food experience. That means upgrading the quality, variety, and the personalization of our meals and massively expanding the number of options customers can choose from across Meal Kits and Ready-to-Eat. Okay, we're back. okay we're back Apologies for that. apologies for that We heard ourselves and some others were disconnected from the call, so we're going to restart on page eight where we talk about the refresh. we heard ourselves and some others were disconnected from the call so we're going to restart on page eight where we talk about the refresh Given the results from our efficiency program and the fact that both margins as well as cash flows per share are trending up very strongly, we're now putting that foundation to work, not only through additional share buybacks, but more importantly, via the deployment of a multi-year strategy we call the refresh. given the results from our efficiency program and the fact that both margins as well as cash flows per share are trending up very strongly we're now putting that foundation to work not only through additional share buybacks but more importantly via the deployment of a multi-year strategy we call the refresh At its heart is a simple but powerful idea to leverage our meaningfully improved cost base to reinvest into what matters most: a radically better food experience. at its heart is a simple but powerful idea to leverage our meaningfully improved cost base to reinvest into what matters most a radically better food experience That means upgrading the quality, variety, and the personalization of our meals and massively expanding the number of options customers can choose from across Meal Kits and Ready-to-Eat. that means upgrading the quality variety and the personalization of our meals and massively expanding the number of options customers can choose from across meal kits and ready-to-eat The flywheel is clear: cost discipline will provide the funds for product innovation, a great product drives retention and LTV, and retention unlocks profitable growth at scale. We also won't stop here. Every additional Euro saved on top of our base case efficiency program is a Euro we can put back partially into delighting customers. That's how we will return to sustainable, profitable growth and move one step closer to fulfilling our long-term mission to change the way people eat forever. A bulk of these product upgrades will launch in H2 2025 and scale into 2026. We have, however, de-risked our product-led return to growth strategy with select initiatives carried out in H1, the results of which have been encouraging and deepened our conviction about the refresh. The flywheel is clear: cost discipline will provide the funds for product innovation, a great product drives retention and LTV, and retention unlocks profitable growth at scale. the flywheel is clear cost discipline will provide the funds for product innovation a great product drives retention and ltv and retention unlocks profitable growth at scale We also won't stop here. we also won't stop here Every additional Euro saved on top of our base case efficiency program is a Euro we can put back partially into delighting customers. every additional euro saved on top of our base case efficiency program is a euro we can put back partially into delighting customers That's how we will return to sustainable, profitable growth and move one step closer to fulfilling our long-term mission to change the way people eat forever. that's how we will return to sustainable profitable growth and move one step closer to fulfilling our long-term mission to change the way people eat forever A bulk of these product upgrades will launch in H2 2025 and scale into 2026. a bulk of these product upgrades will launch in h2 2025 and scale into 2026 We have, however, de-risked our product-led return to growth strategy with select initiatives carried out in H1, the results of which have been encouraging and deepened our conviction about the refresh. we have however de-risked our product-led return to growth strategy with select initiatives carried out in h1 the results of which have been encouraging and deepened our conviction about the refresh In Canada, we doubled the number of weekly meal options and enabled HelloFresh customers to mix and match Meal Kits with Factor RTE meals all from one single account. In the UK, we redesigned the entire unboxing experience, including a new box design that keeps ingredients fresher for longer and generously increased vegetable portions and the share of seafood offerings. In Germany, we introduced organic proteins and organic dairy as premium options, moved entirely to grass-fed beef, and launched a series of successful street food monthly specials. All of these have been received very positively by customers and form the basis for which we plan our reinvestments in our U.S. market as well. The next major milestone we embark on is our largest product upgrade to date, which has been launched for the back-to-school season in the U.S. just last week. U.S. Meal Kits customers will benefit from a 50% larger menu, having now access to over 100 weekly options in a first step. At the same time, we're upgrading the menu itself through a combination of more seafood options, more generous protein and vegetable portion sizes, much higher cuisine diversity, and in the look and feel of our packaging, further emphasizing the improved value our customers get. Similarly, starting from August, Factor U.S. customers will see more than double the number of meals on the menu versus Q1 2025. This is in addition to a wide range of new high-value protein cuts, premium seafood options, and larger portion sizes. We will deepen the meal choice for our GLP-1 preference and also work on service level improvement, such as additional delivery days in H2. In Canada, we doubled the number of weekly meal options and enabled HelloFresh customers to mix and match Meal Kits with Factor RTE meals all from one single account. in canada we doubled the number of weekly meal options and enabled hellofresh customers to mix and match meal kits with factor rte meals all from one single account In the UK, we redesigned the entire unboxing experience, including a new box design that keeps ingredients fresher for longer and generously increased vegetable portions and the share of seafood offerings. in the uk we redesigned the entire unboxing experience including a new box design that keeps ingredients fresher for longer and generously increased vegetable portions and the share of seafood offerings In Germany, we introduced organic proteins and organic dairy as premium options, moved entirely to grass-fed beef, and launched a series of successful street food monthly specials. in germany we introduced organic proteins and organic dairy as premium options moved entirely to grass-fed beef and launched a series of successful street food monthly specials All of these have been received very positively by customers and form the basis for which we plan our reinvestments in our U.S. market as well. all of these have been received very positively by customers and form the basis for which we plan our reinvestments in our u.s market as well The next major milestone we embark on is our largest product upgrade to date, which has been launched for the back-to-school season in the U.S. just last week. the next major milestone we embark on is our largest product upgrade to date which has been launched for the back-to-school season in the u.s just last week U.S. M eal Kits customers will benefit from a 50% larger menu, having now access to over 100 weekly options in a first step. u.s. m eal kits customers will benefit from a 50% larger menu having now access to over 100 weekly options in a first step At the same time, we're upgrading the menu itself through a combination of more seafood options, more generous protein and vegetable portion sizes, much higher cuisine diversity, and in the look and feel of our packaging, further emphasizing the improved value our customers get. at the same time we're upgrading the menu itself through a combination of more seafood options more generous protein and vegetable portion sizes much higher cuisine diversity and in the look and feel of our packaging further emphasizing the improved value our customers get Similarly, starting from August, Factor U.S. customers will see more than double the number of meals on the menu versus Q1 2025. similarly starting from august factor u.s customers will see more than double the number of meals on the menu versus q1 2025 This is in addition to a wide range of new high-value protein cuts, premium seafood options, and larger portion sizes. this is in addition to a wide range of new high-value protein cuts premium seafood options and larger portion sizes We will deepen the meal choice for our GLP-1 preference and also work on service level improvement, such as additional delivery days in H2. we will deepen the meal choice for our glp-1 preference and also work on service level improvement such as additional delivery days in h2 With such an ambitious product roadmap and product expansion also comes operational complexity and the adaption of our manufacturing processes. As a result, Factor US experienced operational setbacks in H1 that temporarily disrupted customer satisfaction and our growth momentum. As we rolled out our multi-leg growth plan, including GLP-1 target offerings, expanded cuisine variety, and upper funnel brand campaigns, we were in hindsight too slow to respond to emerging operational topics. Regular changes required us to invest in additional shelf-life testing, rework some of our most popular meals, and to temporarily increase meal reheat times. This resulted in a few months of much higher week-over-week repetition in our menus, reduced menu novelty, and adversely affected customer satisfaction metrics. With new leadership in place since April, we've moved decisively to course correct, and we've seen an encouraging trend reversal in recent months. With such an ambitious product roadmap and product expansion also comes operational complexity and the adaption of our manufacturing processes. with such an ambitious product roadmap and product expansion also comes operational complexity and the adaption of our manufacturing processes As a result, Factor US experienced operational setbacks in H1 that temporarily disrupted customer satisfaction and our growth momentum. as a result factor us experienced operational setbacks in h1 that temporarily disrupted customer satisfaction and our growth momentum As we rolled out our multi-leg growth plan, including GLP-1 target offerings, expanded cuisine variety, and upper funnel brand campaigns, we were in hindsight too slow to respond to emerging operational topics. as we rolled out our multi-leg growth plan including glp-1 target offerings expanded cuisine variety and upper funnel brand campaigns we were in hindsight too slow to respond to emerging operational topics Regular changes required us to invest in additional shelf-life testing, rework some of our most popular meals, and to temporarily increase meal reheat times. regular changes required us to invest in additional shelf-life testing rework some of our most popular meals and to temporarily increase meal reheat times This resulted in a few months of much higher week-over-week repetition in our menus, reduced menu novelty, and adversely affected customer satisfaction metrics. this resulted in a few months of much higher week-over-week repetition in our menus reduced menu novelty and adversely affected customer satisfaction metrics With new leadership in place since April, we've moved decisively to course correct, and we've seen an encouraging trend reversal in recent months. with new leadership in place since april we've moved decisively to course correct and we've seen an encouraging trend reversal in recent months Specifically, meal ratings are now at a 15-month high, recovering from the lows that we've seen in March. Cancellation rates simultaneously have declined for three consecutive months, supported by the deeper menu we offer now and exciting new ingredients that we have since onboarded. Forward-looking customer lifetime values also rebounded strongly from -15% year-over-year in late Q1, early Q2, to in line or better than prior year levels by June. These challenges were painful but instructive, and the recent momentum is quite encouraging. While initially a drag to margin and growth, achieving this level of food safety and quality is a critical step for aggressively expanding the menu and presents a significant competitive advantage versus our competitors. Now, with that, let's turn to a detailed review of our KPIs. Specifically, meal ratings are now at a 15-month high, recovering from the lows that we've seen in March. specifically meal ratings are now at a 15-month high recovering from the lows that we've seen in march Cancellation rates simultaneously have declined for three consecutive months, supported by the deeper menu we offer now and exciting new ingredients that we have since onboarded. cancellation rates simultaneously have declined for three consecutive months supported by the deeper menu we offer now and exciting new ingredients that we have since onboarded Forward-looking customer lifetime values also rebounded strongly from - 15% year-over-year in late Q1, early Q2, to in line or better than prior year levels by June. forward-looking customer lifetime values also rebounded strongly from - 15% year-over-year in late q1 early q2 to in line or better than prior year levels by june These challenges were painful but instructive, and the recent momentum is quite encouraging. these challenges were painful but instructive and the recent momentum is quite encouraging While initially a drag to margin and growth, achieving this level of food safety and quality is a critical step for aggressively expanding the menu and presents a significant competitive advantage versus our competitors. while initially a drag to margin and growth achieving this level of food safety and quality is a critical step for aggressively expanding the menu and presents a significant competitive advantage versus our competitors Now, with that, let's turn to a detailed review of our KPIs. now with that let's turn to a detailed review of our kpis Group orders reflect the dynamics of our strategy to emphasize profit and free cash flow generation in the first step over growth in 2025. Our focus on attracting higher value customers and strengthening marketing ROI led to a 12% decline in orders for Q2. Geographically, North America was down 16%, where Meal Kits actually sequentially improved in terms of growth rates, but RTE was held back by weaker growth in Q2, reasons that we just referenced, and aiming to re-accelerate again by Q4. International, down about 7%, a lot of this due to the timing of Easter and the many bank holidays we saw in Europe throughout May and June, which generally lead to more holidays, higher ports rates, and lower orders during those periods. Our AOV development in constant currency was positive across both geographic segments. Group orders reflect the dynamics of our strategy to emphasize profit and free cash flow generation in the first step over growth in 2025. group orders reflect the dynamics of our strategy to emphasize profit and free cash flow generation in the first step over growth in 2025 Our focus on attracting higher value customers and strengthening marketing ROI led to a 12% decline in orders for Q2. our focus on attracting higher value customers and strengthening marketing roi led to a 12% decline in orders for q2 Geographically, North America was down 16%, where Meal Kits actually sequentially improved in terms of growth rates, but RTE was held back by weaker growth in Q2, reasons that we just referenced, and aiming to re-accelerate again by Q4. geographically north america was down 16% where meal kits actually sequentially improved in terms of growth rates but rte was held back by weaker growth in q2 reasons that we just referenced and aiming to re-accelerate again by q4 International, down about 7%, a lot of this due to the timing of Easter and the many bank holidays we saw in Europe throughout May and June, which generally lead to more holidays, higher ports rates, and lower orders during those periods. international down about 7% a lot of this due to the timing of easter and the many bank holidays we saw in europe throughout may and june which generally lead to more holidays higher ports rates and lower orders during those periods Our AOV development in constant currency was positive across both geographic segments. our aov development in constant currency was positive across both geographic segments North America improved by about 4% and International by about 5% for a combined group AOV growth of 3% year-over-year. It's a continuation of the trends that we saw previously: a combination of larger baskets, some select price increases, and lower incentive spend in line with our marketing strategy. Now, taken together, we ended Q2 with revenues down 9.5% in constant currency, similar to what we saw in Q1. By product category, we saw Meal Kits improving sequentially, mostly driven by better performance in U.S. Meal Kits, where we have started to slowly move ahead or slowly close the gap year-over-year. RTE growth was at -0.6%, clearly disappointing, but also very clear why it happens. We're recovering and improving trajectory now in Q3 and then aim to re-accelerate RTE growth again by Q4. North America improved by about 4% and International by about 5% for a combined group AOV growth of 3% year-over-year. north america improved by about 4% and international by about 5% for a combined group aov growth of 3% year-over-year It's a continuation of the trends that we saw previously: a combination of larger baskets, some select price increases, and lower incentive spend in line with our marketing strategy. it's a continuation of the trends that we saw previously a combination of larger baskets some select price increases and lower incentive spend in line with our marketing strategy Now, taken together, we ended Q2 with revenues down 9.5% in constant currency, similar to what we saw in Q1. now taken together we ended q2 with revenues down 9.5% in constant currency similar to what we saw in q1 By product category, we saw Meal Kits improving sequentially, mostly driven by better performance in U.S. by product category we saw meal kits improving sequentially mostly driven by better performance in u.s Meal Kits, where we have started to slowly move ahead or slowly close the gap year-over-year. meal kits where we have started to slowly move ahead or slowly close the gap year-over-year RTE growth was at -0.6%, clearly disappointing, but also very clear why it happens. rte growth was at -0.6% clearly disappointing but also very clear why it happens We're recovering and improving trajectory now in Q3 and then aim to re-accelerate RTE growth again by Q4. we're recovering and improving trajectory now in q3 and then aim to re-accelerate rte growth again by q4 Finally, our other category developed very positively and posted 55% year-over-year growth. With that, I'll hand over to Christian to walk us through the cost side and to share color on our updated guidance. Finally, our other category developed very positively and posted 55% year-over-year growth. finally our other category developed very positively and posted 55% year-over-year growth With that, I'll hand over to Christian to walk us through the cost side and to share color on our updated guidance. with that i'll hand over to christian to walk us through the cost side and to share color on our updated guidance

Speaker 7: Okay, thank you. As you will clearly see on the following pages, we maintain significant momentum in our efficiency program across all cost and even more forcefully cash flow metrics. Starting with our contribution margin, we see a significant leap forward. In Q2 2025, we have continued our contribution margin expansion with a substantial 140 basis points to 27.3%. This expansion is a direct result of the efficiency levers which Dominik had shown earlier, namely number one, a meaningful year-on-year increase in our direct labor productivity for both Meal Kits and Ready-to-Eat. Secondly, the decisive steps we are taking to decrease our production footprint in Meal Kits. Okay, thank you. okay thank you As you will clearly see on the following pages, we maintain significant momentum in our efficiency program across all cost and even more forcefully cash flow metrics. as you will clearly see on the following pages we maintain significant momentum in our efficiency program across all cost and even more forcefully cash flow metrics Starting with our contribution margin, we see a significant leap forward. starting with our contribution margin we see a significant leap forward In Q2 2025, we have continued our contribution margin expansion with a substantial 140 basis points to 27.3%. in q2 2025 we have continued our contribution margin expansion with a substantial 140 basis points to 27.3% This expansion is a direct result of the efficiency levers which Dominik had shown earlier, namely number one, a meaningful year-on-year increase in our direct labor productivity for both Meal Kits and Ready-to-Eat. this expansion is a direct result of the efficiency levers which dominik had shown earlier namely number one a meaningful year-on-year increase in our direct labor productivity for both meal kits and ready-to-eat Secondly, the decisive steps we are taking to decrease our production footprint in Meal Kits. secondly the decisive steps we are taking to decrease our production footprint in meal kits Thirdly, efficiencies gained from reducing our overhead personnel and ancillary costs. Looking at our geographic segments, North America has further accelerated its remarkable increase in contribution margin, up by 380 basis points in Q2. In International, as discussed previously, we see a temporarily reduced contribution margin by 180 basis points, driven by the continued ramp-up of our automated sites, especially in the U.K. Importantly, all in line with what we've discussed in the past, we expect this to reverse by the end of this year, setting the stage for a year-on-year contribution margin expansion from Q2 onwards, also in International. In summary, we are so far well on track to exceed the contribution margin expansion target I had committed for the full year 2025, which, if you recall, was an expansion of at least 100 basis points. In Q2, we expanded by 140 basis points. Thirdly, efficiencies gained from reducing our overhead personnel and ancillary costs. thirdly efficiencies gained from reducing our overhead personnel and ancillary costs Looking at our geographic segments, North America has further accelerated its remarkable increase in contribution margin, up by 380 basis points in Q2. looking at our geographic segments north america has further accelerated its remarkable increase in contribution margin up by 380 basis points in q2 In International, as discussed previously, we see a temporarily reduced contribution margin by 180 basis points, driven by the continued ramp-up of our automated sites, especially in the U.K. in international as discussed previously we see a temporarily reduced contribution margin by 180 basis points driven by the continued ramp-up of our automated sites especially in the u.k Importantly, all in line with what we've discussed in the past, we expect this to reverse by the end of this year, setting the stage for a year-on-year contribution margin expansion from Q2 onwards, also in International. importantly all in line with what we've discussed in the past we expect this to reverse by the end of this year setting the stage for a year-on-year contribution margin expansion from q2 onwards also in international In summary, we are so far well on track to exceed the contribution margin expansion target I had committed for the full year 2025, which, if you recall, was an expansion of at least 100 basis points. in summary we are so far well on track to exceed the contribution margin expansion target i had committed for the full year 2025 which if you recall was an expansion of at least 100 basis points In Q2, we expanded by 140 basis points. in q2 we expanded by 140 basis points For the full H1, we expanded contribution margin by 130 basis points, meaningfully above versus what we had given out as a target at the beginning of the year. This is a massive achievement, and it's really hard to achieve. These are not just numbers on a page, but everyone who works in fresh food manufacturing at scale will confirm that this is a massive achievement that only works if your tech tools click into place, if you rework and optimize a lot of underlying processes and deliver very strong, very consistent day-to-day management across our fulfillment centers. Very well done by our North America ops teams who are having achieved that extent and those sustainable savings under our efficiency program. Let me now turn to our marketing expenses. Here I want to be brief. For the full H1, we expanded contribution margin by 130 basis points, meaningfully above versus what we had given out as a target at the beginning of the year. for the full h1 we expanded contribution margin by 130 basis points meaningfully above versus what we had given out as a target at the beginning of the year This is a massive achievement, and it's really hard to achieve. this is a massive achievement and it's really hard to achieve These are not just numbers on a page, but everyone who works in fresh food manufacturing at scale will confirm that this is a massive achievement that only works if your tech tools click into place, if you rework and optimize a lot of underlying processes and deliver very strong, very consistent day-to-day management across our fulfillment centers. these are not just numbers on a page but everyone who works in fresh food manufacturing at scale will confirm that this is a massive achievement that only works if your tech tools click into place if you rework and optimize a lot of underlying processes and deliver very strong very consistent day-to-day management across our fulfillment centers Very well done by our North America ops teams who are having achieved that extent and those sustainable savings under our efficiency program. very well done by our north america ops teams who are having achieved that extent and those sustainable savings under our efficiency program Let me now turn to our marketing expenses. let me now turn to our marketing expenses Here I want to be brief. here i want to be brief This is really a continuation of the trend seen consistently now over the last four quarters. As you know, we've increased our performance marketing ROI targets mid-last year and stick to these in a disciplined manner. As a result, we have decreased our relative marketing spend again in Q2 by 80 basis points, very similar to what you've seen from us in Q1. By product group, these savings come primarily from Meal Kits, while we've kept total marketing spend for Ready-to-Eat broadly stable year on year. The disciplined execution of our efficiency program has allowed us to increase EBITDA year on year again. If you focus on the top of this table, we have increased our EBITDA in Q2 to EUR 158 million. This is EUR 12 million higher than last year's Q2 and means we have increased EBITDA for the full H1 of +EUR 54 million. This is really a continuation of the trend seen consistently now over the last four quarters. this is really a continuation of the trend seen consistently now over the last four quarters As you know, we've increased our performance marketing ROI targets mid-last year and stick to these in a disciplined manner. as you know we've increased our performance marketing roi targets mid-last year and stick to these in a disciplined manner As a result, we have decreased our relative marketing spend again in Q2 by 80 basis points, very similar to what you've seen from us in Q1. as a result we have decreased our relative marketing spend again in q2 by 80 basis points very similar to what you've seen from us in q1 By product group, these savings come primarily from Meal Kits, while we've kept total marketing spend for Ready-to-Eat broadly stable year on year. by product group these savings come primarily from meal kits while we've kept total marketing spend for ready-to-eat broadly stable year on year The disciplined execution of our efficiency program has allowed us to increase EBITDA year on year again. the disciplined execution of our efficiency program has allowed us to increase ebitda year on year again If you focus on the top of this table, we have increased our EBITDA in Q2 to EUR 158 million. if you focus on the top of this table we have increased our ebitda in q2 to eur 158 million This is EUR 12 million higher than last year's Q2 and means we have increased EBITDA for the full H1 of + EUR 54 million. this is eur 12 million higher than last year's q2 and means we have increased ebitda for the full h1 of + eur 54 million Both of our geographic segments have contributed to this positive trend. North America increased EBITDA from EUR 132 million-EUR 138 million. International increased EBITDA from EUR 54 million-EUR 61 million. From a product group perspective, the Q2 EBITDA margin of Meal Kits was close to 16% and 13.5% for H1. We are planning to maintain this FMCG-type healthy team's margin level while gradually taking the business back to positive growth through product investments. In Ready-to-Eat, we achieved a positive EBITDA margin of 3.5% in Q2, similar to last year. Once we get to Q4, and thanks to the product improvement initiatives outlined by Dominik earlier, we're planning to start expanding EBITDA and revenue again in this product group by the end of this year. Both of our geographic segments have contributed to this positive trend. both of our geographic segments have contributed to this positive trend North America increased EBITDA from EUR 132 million - EUR 138 million. north america increased ebitda from eur 132 million - eur 138 million International increased EBITDA from EUR 54 million- EUR 61 million. international increased ebitda from eur 54 million- eur 61 million From a product group perspective, the Q2 EBITDA margin of Meal Kits was close to 16% and 13.5% for H1. from a product group perspective the q2 ebitda margin of meal kits was close to 16% and 13.5% for h1 We are planning to maintain this FMCG-type healthy team's margin level while gradually taking the business back to positive growth through product investments. we are planning to maintain this fmcg-type healthy team's margin level while gradually taking the business back to positive growth through product investments In Ready-to-Eat, we achieved a positive EBITDA margin of 3.5% in Q2, similar to last year. in ready-to-eat we achieved a positive ebitda margin of 3.5% in q2 similar to last year Once we get to Q4, and thanks to the product improvement initiatives outlined by Dominik earlier, we're planning to start expanding EBITDA and revenue again in this product group by the end of this year. once we get to q4 and thanks to the product improvement initiatives outlined by dominik earlier we're planning to start expanding ebitda and revenue again in this product group by the end of this year Lastly, total holding EBITDA is flat year on year in Q2, which is an achievement if you keep in mind that, number one, we have centralized a number of activities, leading to relatively more costs being allocated to holding. Secondly, we have restructured our equity program, which reduces the company's equity grants by EUR 30 million annually, so it saves us quite some money, but it increases EBITDA-relevant base comp by around about EUR 13 million annually. Lastly, some of the tech personnel expenses are capitalized as own developed software, i.e., reductions here will show up over time as reduced DNA, but not within EBITDA. On a like-for-like basis, we meaningfully decrease personnel costs also in the holding, contributing to the overall more than EUR 60 million annualized indirect personnel savings implemented by the group already. This EBITDA uplift in Q2 has also translated into a strong EBIT increase in the same quarter. Lastly, total holding EBITDA is flat year on year in Q2, which is an achievement if you keep in mind that, number one, we have centralized a number of activities, leading to relatively more costs being allocated to holding. lastly total holding ebitda is flat year on year in q2 which is an achievement if you keep in mind that number one we have centralized a number of activities leading to relatively more costs being allocated to holding Secondly, we have restructured our equity program, which reduces the company's equity grants by EUR 30 million annually, so it saves us quite some money, but it increases EBITDA-relevant base comp by around about EUR 13 million annually. secondly we have restructured our equity program which reduces the company's equity grants by eur 30 million annually so it saves us quite some money but it increases ebitda-relevant base comp by around about eur 13 million annually Lastly, some of the tech personnel expenses are capitalized as own developed software, i.e., reductions here will show up over time as reduced DNA, but not within EBITDA. lastly some of the tech personnel expenses are capitalized as own developed software i.e reductions here will show up over time as reduced dna but not within ebitda On a like-for-like basis, we meaningfully decrease personnel costs also in the holding, contributing to the overall more than EUR 60 million annualized indirect personnel savings implemented by the group already. on a like-for-like basis we meaningfully decrease personnel costs also in the holding contributing to the overall more than eur 60 million annualized indirect personnel savings implemented by the group already This EBITDA uplift in Q2 has also translated into a strong EBIT increase in the same quarter. this ebitda uplift in q2 has also translated into a strong ebit increase in the same quarter We increased our adjusted EBIT in Q2 year on year by EUR 17 million-EUR 101 million, a 6% margin. This is driven by the factor I discussed earlier, namely the continued strong contribution margin improvements driven by our efficiency program and improved relative marketing expenses. Both of our geographic segments have delivered double-digit year-on-year adjusted EBIT increases, North America with a year-on-year increase of 14% to EUR 116 million and International with an increase of 16% to EUR 39 million. Now let's turn to our free cash flow, which is one of the highlights of our H1 performance. Here, the wings of our efficiency program show most clearly. We have grown our free cash flow by a factor of four times in the first half of 2025. Firstly, this is driven by the meaningful EBITDA expansion of EUR 54 million that we just discussed. We increased our adjusted EBIT in Q2 year on year by EUR 17 million- EUR 101 million, a 6% margin. we increased our adjusted ebit in q2 year on year by eur 17 million- eur 101 million a 6% margin This is driven by the factor I discussed earlier, namely the continued strong contribution margin improvements driven by our efficiency program and improved relative marketing expenses. this is driven by the factor i discussed earlier namely the continued strong contribution margin improvements driven by our efficiency program and improved relative marketing expenses Both of our geographic segments have delivered double-digit year-on-year adjusted EBIT increases, North America with a year-on-year increase of 14% to EUR 116 million and International with an increase of 16% to EUR 39 million. both of our geographic segments have delivered double-digit year-on-year adjusted ebit increases north america with a year-on-year increase of 14% to eur 116 million and international with an increase of 16% to eur 39 million Now let's turn to our free cash flow, which is one of the highlights of our H1 performance. now let's turn to our free cash flow which is one of the highlights of our h1 performance Here, the wings of our efficiency program show most clearly. here the wings of our efficiency program show most clearly We have grown our free cash flow by a factor of four times in the first half of 2025. we have grown our free cash flow by a factor of four times in the first half of 2025 Firstly, this is driven by the meaningful EBITDA expansion of EUR 54 million that we just discussed. firstly this is driven by the meaningful ebitda expansion of eur 54 million that we just discussed In addition, we had a more pronounced cash inflow from working capital and a sizable tax refund in H1. We also had around EUR 30 million lower CapEx compared to last year. This altogether has boosted our free cash flow per share from EUR 0.30 last year to EUR 1.24 in H1 this year. Now in H2, we will, in line with what we had discussed previously, largely catch up with last year's CapEx, primarily as we build out our site here in Germany, to become our European ready-to-eat production site. Our free cash flow in H2 will therefore be somewhat more modest than in H1. We should achieve a full year number meaningfully in excess of EUR 200 million, i.e., we are on track to over-deliver meaningfully on a promise I made at our Capital Markets Day that we would more than double our free cash flow this year. In addition, we had a more pronounced cash inflow from working capital and a sizable tax refund in H1. in addition we had a more pronounced cash inflow from working capital and a sizable tax refund in h1 We also had around EUR 30 million lower CapEx compared to last year. we also had around eur 30 million lower capex compared to last year This altogether has boosted our free cash flow per share from EUR 0.30 last year to EUR 1.24 in H1 this year. this altogether has boosted our free cash flow per share from eur 0.30 last year to eur 1.24 in h1 this year Now in H2, we will, in line with what we had discussed previously, largely catch up with last year's CapEx, primarily as we build out our site here in Germany, t o become our European ready-to-eat production site. now in h2 we will in line with what we had discussed previously largely catch up with last year's capex primarily as we build out our site here in germany t o become our european ready-to-eat production site Our free cash flow in H2 will therefore be somewhat more modest than in H1. our free cash flow in h2 will therefore be somewhat more modest than in h1 We should achieve a full year number meaningfully in excess of EUR 200 million, i.e., we are on track to over-deliver meaningfully on a promise I made at our Capital Markets Day that we would more than double our free cash flow this year. we should achieve a full year number meaningfully in excess of eur 200 million i.e we are on track to over-deliver meaningfully on a promise i made at our capital markets day that we would more than double our free cash flow this year Last year, we delivered around EUR 70 million of free cash flow. Doubling would be EUR 140 million. We're now trending to meaningfully above EUR 200 million for 2025. Given the healthy cash flow generation of the business, we've decided to increase our current share buyback program by EUR 100 million. Dominik had mentioned that earlier already to up to EUR 175 million. This will allow us to continue reducing our share count, further boosting free cash flow per share. Let's now turn to FX effects. Just to recall, we had provided our initial EBITDA outlook on a U.S. dollar to Euro rate of 1.04 and rates for other relevant currencies as of that time. However, the U.S. dollar has weakened meaningfully versus the Euro since the initial outlook was provided from 1.04-1.15 in June and currently even softer. Last year, we delivered around EUR 70 million of free cash flow. last year we delivered around eur 70 million of free cash flow Doubling would be EUR 140 million. doubling would be eur 140 million We're now trending to meaningfully above EUR 200 million for 2025. we're now trending to meaningfully above eur 200 million for 2025 Given the healthy cash flow generation of the business, we've decided to increase our current share buyback program by EUR 100 million. given the healthy cash flow generation of the business we've decided to increase our current share buyback program by eur 100 million Dominik had mentioned that earlier already to up to EUR 175 million. dominik had mentioned that earlier already to up to eur 175 million This will allow us to continue reducing our share count, further boosting free cash flow per share. this will allow us to continue reducing our share count further boosting free cash flow per share Let's now turn to FX effects. let's now turn to fx effects Just to recall, we had provided our initial EBITDA outlook on a U.S. dollar to Euro rate of 1.04 and rates for other relevant currencies as of that time. just to recall we had provided our initial ebitda outlook on a u.s dollar to euro rate of 1.04 and rates for other relevant currencies as of that time However, the U.S. dollar has weakened meaningfully versus the Euro since the initial outlook was provided from 1.04 - 1.15 in June and currently even softer. however the u.s dollar has weakened meaningfully versus the euro since the initial outlook was provided from 1.04 - 1.15 in june and currently even softer In addition, certain other currencies relevant to HelloFresh's business have softened versus the euro over the same period, such as primarily the Canadian dollar and the Australian dollar. If June rates prevailed until the end of the year, this would mean for full year 2025, a negative impact of EUR 365 million for revenues, for euro-reported revenues, EUR 38 million impact on EBITDA and EUR 28 million on adjusted EBIT, part of which has crystallized in H1, primarily in Q2 already. Now, given the magnitude of this currency movement, we are reflecting this by marking to market our outlook on the next page. Before we talk about the profitability impact of FX, let's talk about constant currency revenue. In addition, certain other currencies relevant to HelloFresh's business have softened versus the euro over the same period, such as primarily the Canadian dollar and the Australian dollar. in addition certain other currencies relevant to hellofresh's business have softened versus the euro over the same period such as primarily the canadian dollar and the australian dollar If June rates prevailed until the end of the year, this would mean for full year 2025, a negative impact of EUR 365 million for revenues, for euro-reported revenues, EUR 38 million impact on EBITDA and EUR 28 million on adjusted EBIT, part of which has crystallized in H1, primarily in Q2 already. if june rates prevailed until the end of the year this would mean for full year 2025 a negative impact of eur 365 million for revenues for euro-reported revenues eur 38 million impact on ebitda and eur 28 million on adjusted ebit part of which has crystallized in h1 primarily in q2 already Now, given the magnitude of this currency movement, we are reflecting this by marking to market our outlook on the next page. now given the magnitude of this currency movement we are reflecting this by marking to market our outlook on the next page Before we talk about the profitability impact of FX, let's talk about constant currency revenue. before we talk about the profitability impact of fx let's talk about constant currency revenue Initially guided to a constant currency revenue decrease of -3% to -5% and -8% for the group, we are now narrowing this outlook within the range to a decrease of -6% to -8% constant currency revenue growth. Key driver is the RTE product group, which in H1 has grown 3.6% on a constant currency basis and was slightly negative in Q2. It is only expected to re-accelerate growth towards the end of the year as a result of the refresh program. Now let's come to profitability. Our original full year 2025 outlook of EUR 200 million-EUR 250 million EBIT and EUR 450 million-EUR 500 million of EBITDA was provided, as we just discussed, on a U.S. dollar of 1.04. Initially guided to a constant currency revenue decrease of -3% to -5% and -8% for the group, we are now narrowing this outlook within the range to a decrease of -6% to -8% constant currency revenue growth. initially guided to a constant currency revenue decrease of -3% to -5% and -8% for the group we are now narrowing this outlook within the range to a decrease of -6% to -8% constant currency revenue growth Key driver is the RTE product group, which in H1 has grown 3.6% on a constant currency basis and was slightly negative in Q2. It is only expected to re-accelerate growth towards the end of the year as a result of the refresh program. key driver is the rte product group which in h1 has grown 3.6% on a constant currency basis and was slightly negative in q2. it is only expected to re-accelerate growth towards the end of the year as a result of the refresh program Now let's come to profitability. now let's come to profitability Our original full year 2025 outlook of EUR 200 million- EUR 250 million EBIT and EUR 450 million- EUR 500 million of EBITDA was provided, as we just discussed, on a U.S. dollar of 1.04. our original full year 2025 outlook of eur 200 million- eur 250 million ebit and eur 450 million- eur 500 million of ebitda was provided as we just discussed on a u.s dollar of 1.04 Very importantly, actual underlying earnings performance in H1, excluding FX effects of the group, has been slightly better than the basis on which the outlook was originally provided, primarily thanks to the disciplined execution of our ongoing efficiency program. However, as discussed on the previous page, the U.S. dollar and certain other relevant currencies have weakened meaningfully, as we've seen on the previous page, versus the Euro since the initial outlook was provided. We are therefore marking our original adjusted EBIT outlook to the impact of these currency developments by EUR 25 million and our EBITDA outlook by EUR 35 million, i.e., a touch less than the full year effect we've seen on the previous page. This implies shifting the midpoint of our previous 2025 adjusted EBIT range from EUR 225 million-EUR 200 million, resulting in an updated range of EUR 175 million-EUR 225 million. Very importantly, actual underlying earnings performance in H1, excluding FX effects of the group, has been slightly better than the basis on which the outlook was originally provided, primarily thanks to the disciplined execution of our ongoing efficiency program. very importantly actual underlying earnings performance in h1 excluding fx effects of the group has been slightly better than the basis on which the outlook was originally provided primarily thanks to the disciplined execution of our ongoing efficiency program However, as discussed on the previous page, the U.S. dollar and certain other relevant currencies have weakened meaningfully, as we've seen on the previous page, versus the Euro since the initial outlook was provided. however as discussed on the previous page the u.s dollar and certain other relevant currencies have weakened meaningfully as we've seen on the previous page versus the euro since the initial outlook was provided We are therefore marking our original adjusted EBIT outlook to the impact of these currency developments by EUR 25 million and our EBITDA outlook by EUR 35 million, i.e., a touch less than the full year effect we've seen on the previous page. we are therefore marking our original adjusted ebit outlook to the impact of these currency developments by eur 25 million and our ebitda outlook by eur 35 million i.e a touch less than the full year effect we've seen on the previous page This implies shifting the midpoint of our previous 2025 adjusted EBIT range from EUR 225 million- EUR 200 million, resulting in an updated range of EUR 175 million - EUR 225 million. this implies shifting the midpoint of our previous 2025 adjusted ebit range from eur 225 million- eur 200 million resulting in an updated range of eur 175 million - eur 225 million Shifting the midpoint of our previous 2025 adjusted EBITDA range from EUR 475 million-EUR 440 million, resulting in an updated range of EUR 415 million-EUR 465 million. Again, this adjustment only reflects the FX impact, assuming June rates for H2 as outlined. Implied adjusted EBITDA and adjusted EBIT margins remain unchanged to before. If the dollar were to strengthen towards Q4, we are happy to shift that range to the right again. Given that the vast majority of our profits are generated from non-euro currency markets, we have to reflect that currency movement in our outlook. However, this has nothing to do with the underlying performance, just to make this clear again. Shifting the midpoint of our previous 2025 adjusted EBITDA range from EUR 475 million - EUR 440 million, resulting in an updated range of EUR 415 million- EUR 465 million. shifting the midpoint of our previous 2025 adjusted ebitda range from eur 475 million - eur 440 million resulting in an updated range of eur 415 million- eur 465 million Again, this adjustment only reflects the FX impact, assuming June rates for H2 as outlined. again this adjustment only reflects the fx impact assuming june rates for h2 as outlined Implied adjusted EBITDA and adjusted EBIT margins remain unchanged to before. implied adjusted ebitda and adjusted ebit margins remain unchanged to before If the dollar were to strengthen towards Q4, we are happy to shift that range to the right again. if the dollar were to strengthen towards q4 we are happy to shift that range to the right again Given that the vast majority of our profits are generated from non-euro currency markets, we have to reflect that currency movement in our outlook. given that the vast majority of our profits are generated from non-euro currency markets we have to reflect that currency movement in our outlook However, this has nothing to do with the underlying performance, just to make this clear again. however this has nothing to do with the underlying performance just to make this clear again I.e., we target to cover any upfront costs related to the product investments and the refresh program that Dominik had outlined, which primarily will occur in Q3, any other planned customer-focused initiatives, as well as the impact of announced U.S. tariffs within our original outlook. Very lastly, for Q3, we expect to be somewhat below last year's EBIT and EBITDA, given the combination of, one, FX headwinds, which we've now discussed at length. Secondly, upfront costs related to the refresh program and the implementation of other customer-centric measures, which will impact both contribution margin and marketing in Q3. With that, apologies again for the technical glitch by our provider in the middle of the presentation, and we still look forward to your questions. I.e., we target to cover any upfront costs related to the product investments and the refresh program that Dominik had outlined, which primarily will occur in Q3, any other planned customer-focused initiatives, as well as the impact of announced U.S. tariffs within our original outlook. i.e we target to cover any upfront costs related to the product investments and the refresh program that dominik had outlined which primarily will occur in q3 any other planned customer-focused initiatives as well as the impact of announced u.s tariffs within our original outlook Very lastly, for Q3, we expect to be somewhat below last year's EBIT and EBITDA, given the combination of, one, FX headwinds, which we've now discussed at length. very lastly for q3 we expect to be somewhat below last year's ebit and ebitda given the combination of one fx headwinds which we've now discussed at length Secondly, upfront costs related to the refresh program and the implementation of other customer-centric measures, which will impact both contribution margin and marketing in Q3. secondly upfront costs related to the refresh program and the implementation of other customer-centric measures which will impact both contribution margin and marketing in q3 With that, apologies again for the technical glitch by our provider in the middle of the presentation, and we still look forward to your questions. with that apologies again for the technical glitch by our provider in the middle of the presentation and we still look forward to your questions

Speaker 6: Ladies and gentlemen, if you would like to ask a question now, please press nine, followed by the star key on your telephone keypad. In case you wish to cancel your question, please press three, followed by the star key. We kindly ask you to limit your questions to one per person. In case there's more time, we'll take on further questions. Thank you. The first question comes from Luke Holbrook, Morgan Stanley. Please go ahead. Ladies and gentlemen, if you would like to ask a question now, please press nine, followed by the star key on your telephone keypad. ladies and gentlemen if you would like to ask a question now please press nine followed by the star key on your telephone keypad In case you wish to cancel your question, please press three, followed by the star key. in case you wish to cancel your question please press three followed by the star key We kindly ask you to limit your questions to one per person. we kindly ask you to limit your questions to one per person In case there's more time, we'll take on further questions. in case there's more time we'll take on further questions Thank you. thank you The first question comes from Luke Holbrook, Morgan Stanley. the first question comes from luke holbrook morgan stanley Please go ahead. please go ahead

Speaker 2: Thank you for taking my question this morning. My question would just be on the other CMD. You described that the core base of customers that you had was around 64% of your total orders. In other words, those that had ordered at least 21x on your platform. I think 80% of orders were that had ordered at least 11x. I'm just wondering, with this degree of revenue decline that we've seen in the first half of the year, where are we in terms of getting towards that core cohort base? In other words, by this time, by the end of the year, do you expect to be at that level? Thank you very much. Thank you for taking my question this morning. thank you for taking my question this morning My question would just be on the other CMD. my question would just be on the other cmd You described that the core base of customers that you had was around 64% of your total orders. you described that the core base of customers that you had was around 64% of your total orders In other words, those that had ordered at least 21x on your platform. in other words those that had ordered at least 21x on your platform I think 80% of orders were that had ordered at least 11 x. i think 80% of orders were that had ordered at least 11 x I'm just wondering, with this degree of revenue decline that we've seen in the first half of the year, where are we in terms of getting towards that core cohort base? i'm just wondering with this degree of revenue decline that we've seen in the first half of the year where are we in terms of getting towards that core cohort base In other words, by this time, by the end of the year, do you expect to be at that level? in other words by this time by the end of the year do you expect to be at that level Thank you very much. thank you very much

Speaker 7: Look, in terms of the data that you referred to, that was basically the maturity breakdown of our Meal kits customer base that we had discussed at the Capital Markets Day. There's no change to that breakdown in terms of the split of our orders. It is very weighted to mature, loyal, high-quality customers within Meal Kits. In terms of the Meal Kits volume and revenue development going forward, you should continue to see a gradual improvement. It is gradual, but if you compare Q2 versus Q1, you see already that our revenue has picked up, and you should continue to see that into Q3 and even more forcefully into Q4. The momentum here is going into the right direction. The second derivative, so to speak, is positive again for that business, but it takes a while for that to wash through. Look, in terms of the data that you referred to, that was basically the maturity breakdown of our Meal kits customer base that we had discussed at the Capital Markets Day. look in terms of the data that you referred to that was basically the maturity breakdown of our meal kits customer base that we had discussed at the capital markets day There's no change to that breakdown in terms of the split of our orders. there's no change to that breakdown in terms of the split of our orders It is very weighted to mature, loyal, high-quality customers within Meal Kits. it is very weighted to mature loyal high-quality customers within meal kits In terms of the Meal Kits volume and revenue development going forward, you should continue to see a gradual improvement. in terms of the meal kits volume and revenue development going forward you should continue to see a gradual improvement It is gradual, but if you compare Q2 versus Q1, you see already that our revenue has picked up, and you should continue to see that into Q3 and even more forcefully into Q4. it is gradual but if you compare q2 versus q1 you see already that our revenue has picked up and you should continue to see that into q3 and even more forcefully into q4 The momentum here is going into the right direction. the momentum here is going into the right direction The second derivative, so to speak, is positive again for that business, but it takes a while for that to wash through. the second derivative so to speak is positive again for that business but it takes a while for that to wash through

Speaker 2: Okay, so you're saying there's no change in the actual cohort mix despite revenue declining year on year. I'm just trying to understand why that would be the case, why it would be seen across all cohorts in the same fashion. Okay, so you're saying there's no change in the actual cohort mix despite revenue declining year on year. okay so you're saying there's no change in the actual cohort mix despite revenue declining year on year I'm just trying to understand why that would be the case, why it would be seen across all cohorts in the same fashion. i'm just trying to understand why that would be the case why it would be seen across all cohorts in the same fashion

Speaker 7: The revenue decline, no difference really to what we had discussed four months ago. The revenue decrease year on year really comes from the fact that there are in absolute numbers less new customers in that mix, and they miss in terms of their revenue contribution. They are less relevant for total value and profits, but their revenue contribution basically is what's missing. Again, the absolute number of orders that we generate from our loyal customers is not down year on year meaningfully. The revenue decline, no difference really to what we had discussed four months ago. the revenue decline no difference really to what we had discussed four months ago The revenue decrease year on year really comes from the fact that there are in absolute numbers less new customers in that mix, and they miss in terms of their revenue contribution. the revenue decrease year on year really comes from the fact that there are in absolute numbers less new customers in that mix and they miss in terms of their revenue contribution They are less relevant for total value and profits, but their revenue contribution basically is what's missing. they are less relevant for total value and profits but their revenue contribution basically is what's missing Again, the absolute number of orders that we generate from our loyal customers is not down year on year meaningfully. again the absolute number of orders that we generate from our loyal customers is not down year on year meaningfully

Speaker 2: Understood. Thank you. Understood. understood Thank you. thank you

Speaker 6: The next question comes from Joseph Barnet-Lamb, UBS. Please go ahead. The next question comes from Joseph Barnet-Lamb, UBS . the next question comes from joseph barnet-lamb ubs Please go ahead. please go ahead

Speaker 8: Excellent. Thank you for taking my question. I just want to understand what's going on in RTE a little better. Correct me if I'm wrong, but one way you could view the business is that growth is a function of marketing, and marketing is a function of customer lifetime value versus CAC. I understand there were specific factors that impacted RTE in the quarter, which would have lowered customer lifetime value. As a result, deploying marketing would have been less attractive. You state that customer lifetime value in RTE was in line or better than the prior year in June. Why would it take until 4Q for growth to re-accelerate in RTE? Why wouldn't that happen sooner? Is there some shift in CAC, or are you expecting churn to remain materially elevated, albeit your chart seemed to show that wasn't the case? Just looking for a bit more color there. Excellent. excellent Thank you for taking my question. thank you for taking my question I just want to understand what's going on in RTE a little better. i just want to understand what's going on in rte a little better Correct me if I'm wrong, but one way you could view the business is that growth is a function of marketing, and marketing is a function of customer lifetime value versus CAC. correct me if i'm wrong but one way you could view the business is that growth is a function of marketing and marketing is a function of customer lifetime value versus cac I understand there were specific factors that impacted RTE in the quarter, which would have lowered customer lifetime value. i understand there were specific factors that impacted rte in the quarter which would have lowered customer lifetime value As a result, deploying marketing would have been less attractive. as a result deploying marketing would have been less attractive You state that customer lifetime value in RTE was in line or better than the prior year in June. you state that customer lifetime value in rte was in line or better than the prior year in june Why would it take until 4Q for growth to re-accelerate in RTE? why would it take until 4q for growth to re-accelerate in rte Why wouldn't that happen sooner? why wouldn't that happen sooner Is there some shift in CAC, or are you expecting churn to remain materially elevated, albeit your chart seemed to show that wasn't the case? is there some shift in cac or are you expecting churn to remain materially elevated albeit your chart seemed to show that wasn't the case Just looking for a bit more color there. just looking for a bit more color there Thank you. Thank you. thank you

Speaker 5: Great question. What we're quoted here is the projected customer lifetime value. That's the customer lifetime value that will materialize over the next couple of quarters. We have very good visibility into projected customer lifetime after the first couple of weeks and the order behavior that customers have in those first couple of weeks. To give you just like a simple example, if you're ordering two times in the first three weeks, there's a very high predictability how many orders you're going to be placing over three months, six months, nine months, 12 months. What you see here in the reversal is that the early customer behavior has changed quite a bit, sort of like going out of Q2. That impact will then kind of like only shine through the P&L to a larger degree in Q3 and predominantly in Q4 and 2026. Great question. great question What we're quoted here is the projected customer lifetime value. what we're quoted here is the projected customer lifetime value That's the customer lifetime value that will materialize over the next couple of quarters. that's the customer lifetime value that will materialize over the next couple of quarters We have very good visibility into projected customer lifetime after the first couple of weeks and the order behavior that customers have in those first couple of weeks. we have very good visibility into projected customer lifetime after the first couple of weeks and the order behavior that customers have in those first couple of weeks To give you just like a simple example, if you're ordering two times in the first three weeks, there's a very high predictability how many orders you're going to be placing over three months, six months, nine months, 12 months. to give you just like a simple example if you're ordering two times in the first three weeks there's a very high predictability how many orders you're going to be placing over three months six months nine months 12 months What you see here in the reversal is that the early customer behavior has changed quite a bit, sort of like going out of Q2. what you see here in the reversal is that the early customer behavior has changed quite a bit sort of like going out of q2 That impact will then kind of like only shine through the P&L to a larger degree in Q3 and predominantly in Q4 and 2026. that impact will then kind of like only shine through the p&l to a larger degree in q3 and predominantly in q4 and 2026 That's the difference between a lagging metric and a predictive metric. That's the difference between a lagging metric and a predictive metric. that's the difference between a lagging metric and a predictive metric

Speaker 8: That's very helpful. Thank you. That's very helpful. that's very helpful Thank you. thank you

Speaker 6: The next question comes from Giles Thorne, Jefferies. Please go ahead. The next question comes from Giles Thorne, Jefferies. the next question comes from giles thorne jefferies Please go ahead. please go ahead

Speaker 1: Thank you. It was a question on competition in Ready-to-Eat in the U.S. CookUnity was already a threat and by all accounts is building momentum. On Tuesday, we had Wonder relaunching Blue Apron, excuse me, relaunching Blue Apron. For three of those operators, including yourself, there is a big divergence in models for the category in the U.S. Can you give an account again, please, Dominik, especially given the issues you've had in the quarter? Why the Factor model or industrialized production and a subscription model remains the right way to go for the category in the U.S.? Thanks. Thank you. thank you It was a question on competition in Ready-to-Eat in the U.S. it was a question on competition in ready-to-eat in the u.s CookUnity was already a threat and by all accounts is building momentum. cookunity was already a threat and by all accounts is building momentum On Tuesday, we had Wonder relaunching Blue Apron, excuse me, relaunching Blue Apron. on tuesday we had wonder relaunching blue apron excuse me relaunching blue apron For three of those operators, including yourself, there is a big divergence in models for the category in the U.S. for three of those operators including yourself there is a big divergence in models for the category in the u.s Can you give an account again, please, Dominik, especially given the issues you've had in the quarter? can you give an account again please dominik especially given the issues you've had in the quarter Why the Factor model or industrialized production and a subscription model remains the right way to go for the category in the U.S.? why the factor model or industrialized production and a subscription model remains the right way to go for the category in the u.s Thanks. thanks

Speaker 5: There are obviously advantages and disadvantages with different business models and different operating models. I think we very clearly feel that we can scale to a very large number of meals in line with what CookUnity is offering today and was able to offer faster to customers given their decentralized setup. We want to do that from a largely centralized manufacturing capability. I think food and health safety standards are extremely important in this industry. That is also where we want to be the leader. That is where we have taken steps in Q1, Q2 to really make sure that our processes are super robust and absolutely leading. That is something which in the short term, very clearly, we weren't able to scale up as quickly to the same large menu that a smaller provider like CookUnity had temporarily. There are obviously advantages and disadvantages with different business models and different operating models. there are obviously advantages and disadvantages with different business models and different operating models I think we very clearly feel that we can scale to a very large number of meals in line with what Cook Unity is offering today and was able to offer faster to customers given their decentralized setup. i think we very clearly feel that we can scale to a very large number of meals in line with what cook unity is offering today and was able to offer faster to customers given their decentralized setup We want to do that from a largely centralized manufacturing capability. we want to do that from a largely centralized manufacturing capability I think food and health safety standards are extremely important in this industry. That is also where we want to be the leader. That is where we have taken steps in Q1, Q2 to really make sure that our processes are super robust and absolutely leading. i think food and health safety standards are extremely important in this industry. that is also where we want to be the leader. that is where we have taken steps in q1 q2 to really make sure that our processes are super robust and absolutely leading That is something which in the short term, very clearly, we weren't able to scale up as quickly to the same large menu that a smaller provider like Cook Unity had temporarily. that is something which in the short term very clearly we weren't able to scale up as quickly to the same large menu that a smaller provider like cook unity had temporarily We think in the long run that it doesn't hold us back to get to the same levels of menu variety and menu novelty for customers. I think on the subscription model itself, in my view, there are again very, very clear benefits of running in a soft subscription model like ours versus one-off orders. It's also not sort of set in stone. We are big believers that this offers a big customer value. You don't need to every time go in and choose and make an offer. You actually have it on autopilot. That's what many, many customers actually appreciate. The food landscape has always been fragmented. I think there's never going to be a winner-takes-all market for one restaurant or for one type of grocery shopping, cooking, et cetera. We think in the long run that it doesn't hold us back to get to the same levels of menu variety and menu novelty for customers. we think in the long run that it doesn't hold us back to get to the same levels of menu variety and menu novelty for customers I think on the subscription model itself, in my view, there are again very, very clear benefits of running in a soft subscription model like ours versus one-off orders. i think on the subscription model itself in my view there are again very very clear benefits of running in a soft subscription model like ours versus one-off orders It's also not sort of set in stone. it's also not sort of set in stone We are big believers that this offers a big customer value. we are big believers that this offers a big customer value You don't need to every time go in and choose and make an offer. you don't need to every time go in and choose and make an offer You actually have it on autopilot. you actually have it on autopilot That's what many, many customers actually appreciate. that's what many many customers actually appreciate The food landscape has always been fragmented. the food landscape has always been fragmented I think there's never going to be a winner-takes-all market for one restaurant or for one type of grocery shopping, cooking, et cetera. i think there's never going to be a winner-takes-all market for one restaurant or for one type of grocery shopping cooking et cetera We definitely do feel that by reinvesting into the product now, by making sure we have the best product and offer, we have a lot of opportunity to first return to growth and then grow sustainably for many years to come. We definitely do feel that by reinvesting into the product now, by making sure we have the best product and offer, we have a lot of opportunity to first return to growth and then grow sustainably for many years to come. we definitely do feel that by reinvesting into the product now by making sure we have the best product and offer we have a lot of opportunity to first return to growth and then grow sustainably for many years to come

Speaker 1: Have any thoughts, Dominik, on the shift that Blue Apron has made by moving the subscription from the Meal Kit onto the delivery in the kind of Amazon Prime-type model? Have any thoughts, Dominik, on the shift that Blue Apron has made by moving the subscription from the Meal Kit onto the delivery in the kind of Amazon Prime -type model? have any thoughts dominik on the shift that blue apron has made by moving the subscription from the meal kit onto the delivery in the kind of amazon prime -type model

Speaker 5: I don't have a very nuanced view on it. I think generally it's always interesting if you see competitors playing around with some elements of the business model that you have in an industry. We're definitely watching it closely. I think in the food business, you win mostly by having the best product on the market. That's very, very clearly what we want to focus on in the upcoming quarters. I think that's the way bigger driver for long-term success than playing around on the margins of the business model, while being very interesting. I definitely don't want to talk it down. It's very interesting to watch that from the sidelines. Our clear strategy is to make sure that we have a radically different food experience and the best food experience on the market. I don't have a very nuanced view on it. i don't have a very nuanced view on it I think generally it's always interesting if you see competitors playing around with some elements of the business model that you have in an industry. i think generally it's always interesting if you see competitors playing around with some elements of the business model that you have in an industry We're definitely watching it closely. we're definitely watching it closely I think in the food business, you win mostly by having the best product on the market. i think in the food business you win mostly by having the best product on the market That's very, very clearly what we want to focus on in the upcoming quarters. that's very very clearly what we want to focus on in the upcoming quarters I think that's the way bigger driver for long-term success than playing around on the margins of the business model, while being very interesting. i think that's the way bigger driver for long-term success than playing around on the margins of the business model while being very interesting I definitely don't want to talk it down. i definitely don't want to talk it down It's very interesting to watch that from the sidelines. it's very interesting to watch that from the sidelines Our clear strategy is to make sure that we have a radically different food experience and the best food experience on the market. our clear strategy is to make sure that we have a radically different food experience and the best food experience on the market

Speaker 1: Thank you. Thank you. thank you

Speaker 6: The next question comes from Nizla Naizer, Deutsche Bank. Please go ahead. The next question comes from Nizla Naizer, Deutsche Bank . the next question comes from nizla naizer deutsche bank Please go ahead. please go ahead

Speaker 3: Great. Thank you very much. My question is on the contribution to RTE from the international markets that you launched in. Could you give us some color as to how that's going and when it would start to contribute to growth and really drive that segment? Maybe just connected to that, if I may, when you think of 2026, and I know it's a bit early, is a return to growth from a group level the plan for 2026? How are you sort of thinking about that? Thank you. Great. great Thank you very much. thank you very much My question is on the contribution to RTE from the international markets that you launched in. my question is on the contribution to rte from the international markets that you launched in Could you give us some color as to how that's going and when it would start to contribute to growth and really drive that segment? could you give us some color as to how that's going and when it would start to contribute to growth and really drive that segment Maybe just connected to that, if I may, when you think of 2026, and I know it's a bit early, is a return to growth from a group level the plan for 2026? maybe just connected to that if i may when you think of 2026 and i know it's a bit early is a return to growth from a group level the plan for 2026 How are you sort of thinking about that? how are you sort of thinking about that Thank you. thank you

Speaker 7: In this light, it's Christian here. In terms of Ready-to-Eat Europe contribution or international contribution that is growing nicely, it is however also coming at a cost. It is also contributing with a negative EBITDA this year around about EUR 15 million, which is quite a bit up versus basically what it had contributed in terms of negative share last year. Again, it is scaling very much in line with what we have planned. I would say the next milestone for us to further dial up our ambition level here is once the European production site goes live and ramps in 2026. In terms of overall group growth, delivering positive growth in 2026 is certainly something we strive for. In this light, it's Christian here. in this light it's christian here In terms of Ready-to-Eat Europe contribution or international contribution that is growing nicely, it is however also coming at a cost. in terms of ready-to-eat europe contribution or international contribution that is growing nicely it is however also coming at a cost It is also contributing with a negative EBITDA this year around about EUR 15 million, which is quite a bit up versus basically what it had contributed in terms of negative share last year. it is also contributing with a negative ebitda this year around about eur 15 million which is quite a bit up versus basically what it had contributed in terms of negative share last year Again, it is scaling very much in line with what we have planned. again it is scaling very much in line with what we have planned I would say the next milestone for us to further dial up our ambition level here is once the European production site goes live and ramps in 2026. i would say the next milestone for us to further dial up our ambition level here is once the european production site goes live and ramps in 2026 In terms of overall group growth, delivering positive growth in 2026 is certainly something we strive for. in terms of overall group growth delivering positive growth in 2026 is certainly something we strive for

Speaker 6: Thank you. The next question comes from Andrew Ross, Barclays. Your line is open. Thank you. thank you The next question comes from Andrew Ross, Barclays . the next question comes from andrew ross, barclays Your line is open. your line is open

Speaker 4: Great. Good morning, guys. Thanks for taking the question. I wanted to come back to the guidance and just to try and reconcile the language you've given on the guidance for EBITDA and EBIT today versus Q1. I guess in late April, when you reported Q1, a lot of the FX move had already happened, but you didn't change the profitability guidance. There was a sense that better underlying performance could offset at least some of the FX headwinds. You're still saying today that the underlying picture is better in the first half. When I look at the guidance change, it pretty much reflects the mark to market on FX. I'm just trying to understand why that's the case. Is it because you're just being a bit conservative and the ranges are quite wide, but the underlying is better? Great. great Good morning, guys. good morning guys Thanks for taking the question. thanks for taking the question I wanted to come back to the guidance and just to try and reconcile the language you've given on the guidance for EBITDA and EBIT today versus Q1. i wanted to come back to the guidance and just to try and reconcile the language you've given on the guidance for ebitda and ebit today versus q1 I guess in late April, when you reported Q1, a lot of the FX move had already happened, but you didn't change the profitability guidance. i guess in late april when you reported q1 a lot of the fx move had already happened but you didn't change the profitability guidance There was a sense that better underlying performance could offset at least some of the FX headwinds. there was a sense that better underlying performance could offset at least some of the fx headwinds You're still saying today that the underlying picture is better in the first half. you're still saying today that the underlying picture is better in the first half When I look at the guidance change, it pretty much reflects the mark to market on FX. when i look at the guidance change it pretty much reflects the mark to market on fx I'm just trying to understand why that's the case. i'm just trying to understand why that's the case Is it because you're just being a bit conservative and the ranges are quite wide, but the underlying is better? is it because you're just being a bit conservative and the ranges are quite wide but the underlying is better Is it that we're now assuming that the underlying is actually worse than expected in the second half to offset the better first half? Thank you. Is it that we're now assuming that the underlying is actually worse than expected in the second half to offset the better first half? is it that we're now assuming that the underlying is actually worse than expected in the second half to offset the better first half Thank you. thank you

Speaker 7: Yeah, Andrew, I would say we were not necessarily our base case, and I would say probably not the one of the market itself was that the dollar continued to weaken consistently since then. Yes, if this would have been confined to roughly a quarter, we would have done our best to just absorb it and basically outperform somewhere else to absorb the impact of a couple of months for a full year. Again, we're talking about an impact for the full year of close to EUR 40 million in terms of EBITDA. That just doesn't work. Again, this is pure FX. Now basically all rates softened versus or have softened versus the euro. There will be also a period where this goes the other way. There's nothing under that's really affecting our business itself. It is what it is. Yeah, Andrew, I would say we were not necessarily our base case, and I would say probably not the one of the market itself was that the dollar continued to weaken consistently since then. yeah andrew i would say we were not necessarily our base case and i would say probably not the one of the market itself was that the dollar continued to weaken consistently since then Yes, if this would have been confined to roughly a quarter, we would have done our best to just absorb it and basically outperform somewhere else to absorb the impact of a couple of months for a full year. yes if this would have been confined to roughly a quarter we would have done our best to just absorb it and basically outperform somewhere else to absorb the impact of a couple of months for a full year Again, we're talking about an impact for the full year of close to EUR 40 million in terms of EBITDA. again we're talking about an impact for the full year of close to eur 40 million in terms of ebitda That just doesn't work. that just doesn't work Again, this is pure FX. again this is pure fx Now basically all rates softened versus or have softened versus the euro. now basically all rates softened versus or have softened versus the euro There will be also a period where this goes the other way. there will be also a period where this goes the other way There's nothing under that's really affecting our business itself. there's nothing under that's really affecting our business itself It is what it is. it is what it is Again, if this would have been confined to a couple of months, then we would have been fine to absorb it full year. We're now at seven months through that year already. That just doesn't work for that extent. Again, if this would have been confined to a couple of months, then we would have been fine to absorb it full year. again if this would have been confined to a couple of months then we would have been fine to absorb it full year We're now at seven months through that year already. we're now at seven months through that year already That just doesn't work for that extent. that just doesn't work for that extent

Speaker 4: If the underlying is better and the FX headwind is EUR 38 million, why lower the guidance to EUR 35 million? Why not lower the guidance by less to reflect a better underlying picture? If the underlying is better and the FX headwind is EUR 38 million, why lower the guidance to EUR 35 million? if the underlying is better and the fx headwind is eur 38 million why lower the guidance to eur 35 million Why not lower the guidance by less to reflect a better underlying picture? why not lower the guidance by less to reflect a better underlying picture

Speaker 7: Look, number one, we took it down a bit less. It's close to 40. With the FX impact, we shifted it from EBITDA level down by 35. That outperformance in H1, we need to also keep in our back pocket to reinvest into the product. We're happy to bring home those EUR 200 million net to the bottom line, but anything beyond by 2026, anything beyond we want to put back into the product as Dominik had outlined. Look, number one, we took it down a bit less. look number one we took it down a bit less It's close to 40. it's close to 40 With the FX impact, we shifted it from EBITDA level down by 35. with the fx impact we shifted it from ebitda level down by 35 That outperformance in H1, we need to also keep in our back pocket to reinvest into the product. that outperformance in h1 we need to also keep in our back pocket to reinvest into the product We're happy to bring home those EUR 200 million net to the bottom line, but anything beyond by 2026, anything beyond we want to put back into the product as Dominik had outlined. we're happy to bring home those eur 200 million net to the bottom line but anything beyond by 2026 anything beyond we want to put back into the product as dominik had outlined

Speaker 4: Got it. Okay, thank you. Got it. got it Okay, thank you. okay thank you

Speaker 6: Okay, thank you very much. If there are no further questions, I'd like to hand it back to the speakers for some final closing remarks. Okay, thank you very much. okay thank you very much If there are no further questions, I'd like to hand it back to the speakers for some final closing remarks. if there are no further questions i'd like to hand it back to the speakers for some final closing remarks

Speaker 5: Thank you for joining us for today's call. We look forward to reporting back on our progress towards the end of October when we release our Q3 numbers. Have a nice day and good holidays wherever you are. Thank you. Thank you for joining us for today's call. thank you for joining us for today's call We look forward to reporting back on our progress towards the end of October when we release our Q3 numbers. we look forward to reporting back on our progress towards the end of october when we release our q3 numbers Have a nice day and good holidays wherever you are. have a nice day and good holidays wherever you are Thank you. thank you