The UK healthy meal market is shifting from “quick and easy” toward “quick and better for you.” Although the average evening meal prep remains just 31 minutes, health is a top 2026 priority for one in four households.
Modern consumers now look beyond calorie counts; 66% of UK adults are concerned about ultra-processed foods (UPFs), driving a demand for transparency and whole ingredients over fillers. With the meal kit market projected to reach £2.82 billion by 2033, recipe boxes offer a popular middle ground that reduces planning stress while keeping the kitchen active.
HelloFresh and Gousto lead this space, appealing to families seeking variety. However, their nutritional quality varies, often relying on processed sauces.
This guide compares HelloFresh and Gousto and explains why Frive serves as the ultimate shortcut for those seeking nutritionist-approved, 100% UPF-free meals with zero cooking required.
HelloFresh vs Gousto: A quick comparison
| Category | HelloFresh | Gousto |
|---|---|---|
| Quality | Fresh, pre-portioned ingredients with recipe cards for home cooking | Fresh, pre-portioned ingredients with recipe cards for home cooking |
| Variety | 50+ new recipes weekly | 175+ recipes weekly |
| Delivery | Weekly delivery with flexible scheduling | Flexible delivery options with next-day delivery available for first boxes in some areas |
| Cooking | Cook-it-yourself; most recipes take around 20–45 mins | Cook-it-yourself; recipes take around 10–50 mins |
| Price (6-meal example) | Approx. £44.49 (£3.70 - £7.25/serving) | 44.75 (£3.20 - £10.25/serving) |
| Reputation | Trustpilot rating around 3.3/5 with 104k+ reviews | Trustpilot rating around 3.6/5 with 48k+ reviews |
| Diet plans | Calorie Smart, Quick Cook, High Protein, Family Friendly (recipe filters) | No fixed “plans”; choose recipes using filters like health/protein-style ranges |
| Tech compatibility | App + website for managing boxes; no fitness barcode integration | App + website for recipe/box management; no fitness barcode integration |
| Best for | People who want a guided weekly cooking routine with good variety | Home cooks who want maximum choice and don’t mind longer browsing/selection time |
Deep dive: Head-to-head comparison
Meal quality and ingredients
HelloFresh
HelloFresh focuses on delivering reliable staples from trusted sources, including Red Tractor assured meat and sustainably caught fish. Because you are cooking the ingredients yourself, you have total control over the final dish, though the kits can include pre-packaged spice blends and sauces that may contain additives and stabilisers.
Gousto
As a certified B Corp, Gousto prioritises sustainability and British sourcing. They partner with well-known producers like Yeo Valley and Yester Farm Dairies, ensuring that 100% of their fresh meat is British. Like HelloFresh, the emphasis is on fresh, pre-portioned components that reduce food waste.
In both cases, ingredients arrive measured and labelled to reduce waste and simplify prep. Because meals are cooked in your own kitchen, the final result depends on skill, equipment and pantry extras like oil or seasoning, and neither brand builds its positioning around a strict whole-food or ultra-processed-free standard.
Key takeaway: Choose Gousto for B Corp-certified sustainability and a commitment to 100% British meat. Choose HelloFresh for a reliable, family-friendly cooking experience using trusted Red Tractor suppliers.
Tom Yum Beef Soup with Japanese Vegetables & Fragrant Herbs
Menu variety and nutrition
Gousto
Gousto lists more than 175 recipes each week, spanning global cuisines, comfort food classics and quicker formats such as “10-Min Meals.” Health-focused filters like “Health Hub” and “Protein Hit” help users narrow choices by calories, fibre or protein content, but there are no fixed plans. Instead, customers build their box recipe by recipe.
HelloFresh
HelloFresh is more curated, with 50+ new recipes weekly and structured filters such as Calorie Smart, Quick Cook and High Protein. The range covers vegetarian, pescatarian, flexitarian and family-friendly options, but the smallest plan serves two portions, making it less tailored for solo households. Like Gousto, it operates around dinner-focused recipes rather than dedicated breakfast or snack categories.
Key takeaway: Choose Gousto if you want the widest possible variety and enjoy browsing through a huge digital cookbook. Choose HelloFresh for a curated, easy-to-navigate menu that simplifies the weekly decision-making process.
Pricing and value for money
HelloFresh
A typical HelloFresh box for two people with five recipes comes to around £48.99, with per-serving prices starting from roughly £4.90 depending on plan size. Larger boxes reduce the cost per portion, but every order includes a standard delivery fee.
Gousto
Gousto is often the slightly cheaper option for smaller households, with a similar five recipe box for two people priced at roughly £46.49. While the first delivery is often free, a standard £3.99 charge applies thereafter. Both services require you to provide your own kitchen staples like oil and seasoning, and you are also investing significant time in preparation and cleaning up.
Key takeaway: Choose Gousto for the most competitive pricing on smaller boxes for two people. Choose HelloFresh for good value on larger, family-sized meal plans.
Customer reviews and reputation
HelloFresh
HelloFresh currently holds a 3.3/5 rating on Trustpilot from tens of thousands of reviews, reflecting both its popularity and the scale of its operations. Customers often praise the convenience of pre-portioned ingredients and easy-to-follow recipe cards that simplify home cooking. Variety and flavour are regularly highlighted as positives, while critical reviews tend to mention missing items, delivery flexibility issues or portion sizes that feel smaller than expected.
Gousto
Gousto sits slightly higher at around 3.6/5 on Trustpilot, based on more than 48,000 reviews. Many users appreciate the wide recipe selection and the freshness of ingredients. Many subscribers value the breadth of choice and the opportunity to experiment in the kitchen. Common complaints echo similar themes to HelloFresh, including occasional delivery problems, damaged ingredients or customer service delays.
Key takeaway: Both brands have a strong recognition in the UK. Choose Gousto for a slightly higher-rated service focused on culinary variety and ingredient freshness. Choose HelloFresh for a long-standing brand with a proven track record of making home cooking accessible for everyone.
Tom Yum Beef Soup with Japanese Vegetables & Fragrant Herbs
The pivot: Why Frive is the more convenient choice
HelloFresh and Gousto both make it easier to plan dinners and cut down supermarket trips. They work well for people who enjoy the cooking process and want structure without the hassle of meal planning. Over time, though, the trade-off becomes clear: you still need to prep, cook and clean, while nutritional consistency depends on what happens in your own kitchen.
Frive removes the trade-off entirely.
Rather than delivering boxes of raw ingredients for you to prepare, Frive combines performance-level nutrition with chef-crafted, ready-to-eat meals. By pairing 100% natural, whole-food ingredients with a wide variety of dishes and a guarantee of zero UPFs, Frive bridges the gap between the convenience of a recipe box and genuinely high-quality, everyday eating.
| Category | HelloFresh | Frive | Gousto |
|---|---|---|---|
| Quality | Fresh, pre-portioned ingredients with recipe cards for home cooking | 100% natural ingredients with zero ultra-processed foods (UPFs). Meals are chef-prepared and nutritionist-approved. | Fresh, pre-portioned ingredients with recipe cards for home cooking |
| Variety | 50+ new recipes weekly | 40+ dishes weekly across breakfasts, snacks and mains. | 175+ recipes weekly |
| Delivery | Weekly delivery with flexible scheduling | 4 delivery days (Sun, Mon, Wed, Thu) for 7-day freshness. | Flexible delivery options with next-day delivery available for first boxes in some areas |
| Cooking | Cook-it-yourself; most recipes take around 20–45 mins | Ready in under 5 minutes in the microwave or under 40 minutes in the oven. | Cook-it-yourself; recipes take around 10–50 mins |
| Price (6 Meal plan) | Approx. £44.49 (£3.70 - £7.25/serving) | £50.94 + Free Delivery (From £8.49/meal) | 44.75 (£3.20 - £10.25/serving) |
| Reputation | Trustpilot rating around 3.3/5 with 100k+ reviews | 4.5/5 on Trustpilot (11k+ reviews) and endorsed by celebrities. | Trustpilot rating around 3.6/5 with 48k+ reviews |
Why Frive is the brand to beat
- - 100% UPF-free guarantee: While many brands claim to be "healthy," Frive is the only UK meal prep service that guarantees zero ultra-processed foods. Every meal is made from 100% whole foods, using only premium fats, like extra virgin olive oil and avocado oil, with no industrial seed oils, artificial thickeners, or hidden E-numbers.
- - Commitment to organic sourcing: Up to 30% of all ingredients used are sourced organically to support higher farming standards and long-term health.
- - Unrivalled menu variety: Don't get stuck in a "chicken and rice" loop. Frive offers a rotating weekly menu of 40+ different dishes across breakfasts, mains, and snacks.
- - Maximum freshness with 4 delivery days: Unlike competitors who typically deliver once or twice a week, Frive offers four delivery days (Sun, Mon, Wed, Thu), for ultimate freshness throughout the week.
- - Inclusive dietary support: Premium nutrition should be accessible to everyone. Frive offers a wide range of dietary-specific menus, including dedicated high-protein, vegan, gluten-free, dairy-free, and halal options, without compromising on its 100% natural ingredient standard.
- - Seamless tech and goal tracking: Hit your targets without the manual labour. Every Frive meal comes with a scannable barcode for instant MyFitnessPal integration. Whether you are on the High Protein (40g+), Low Carb, or Balanced plan, tracking your macros is as simple as a quick scan.
- - The Frive Rewards Club: Frive rewards you for making healthy choices. As you enjoy and review your meals, you earn points towards treats and discounts for future orders. The Frive app tracks your progress, notifying you when you’ve unlocked a reward and allowing you to view your history as you commit to your long-term health goals.
- - Eco-conscious packaging: Frive’s commitment to health extends to the planet. All Frive packaging is 100% recyclable or biodegradable, ensuring your convenience doesn't come at the cost of the environment
- - Best for: Health-conscious and busy professionals, couples and fitness enthusiasts who want to stay on track without the burnout of manual meal prep. Frive is the ideal solution for anyone tracking macro goals or seeking a 100% UPF-free diet, providing high-quality, convenient meals for busy careers and active lifestyles.
Read our guides “Frive vs Hello Fresh” and “Frive vs Gousto” for a more comprehensive breakdown.
HelloFresh vs Gousto: The final verdict
HelloFresh and Gousto both serve their purpose. If you enjoy cooking and want variety delivered to your door, either can help you stay organised and reduce supermarket trips. The lower per-portion price looks appealing, and for many households, the experience of cooking together is part of the value.
Long term, the real question is how much your time and ingredient standards matter. Recipe boxes still rely on your energy at the end of the day, your pantry staples and your ability to portion accurately. For busy professionals or anyone training toward specific goals, that extra effort has an impact.
Frive shifts the focus from cooking to eating well. Chef-prepared, nutritionist-approved meals made from 100% natural ingredients remove the guesswork while keeping variety high and prep time close to zero. When ingredient integrity and time matter more than shaving a few pounds off the weekly bill, the decision starts to look different.
Ditch the processed “health” food. Try Frive today and enjoy an introductory offer on your first order.
