HelloFresh vs Wolt

HelloFresh cuts 2026 outlook on weaker customer growth

HelloFresh has lowered its full-year 2026 guidance after reporting lower-than-expected revenue for the third quarter, driven by weaker new customer acquisition during the back-to-school period. The company now expects currency-adjusted revenue to decline 9-11% year-over-year, compared to the previously expected decline at the lower end of a 3-6% range. Adjusted EBITDA guidance was also reduced to €350-370 million, down from €375-425 million. The company attributes the shortfall to significant cuts in marketing spend during Q3, which reduced new customer volume. Despite the revenue decline, Q3 adjusted EBITDA is expected to be €45-55 million, above the prior year's €40 million. Final Q3 results are scheduled for release on November 5.

• HelloFresh lowered its 2026 revenue guidance to a 9-11% decline, from a previously expected 3-6% decline.
• Q3 2026 currency-adjusted revenue expected to decline 11-12% year-over-year, worse than the analyst consensus of -6.8%.
• Q3 2026 adjusted EBITDA expected between €45-55 million, below analyst consensus of €57.2 million.

The Drum Columnist Explores Marketing's Obsession with Toilet Humor

Columnist Oscar Quine explores the recent trend of toilet humor in advertising, from Marks and Spencer's fiber marketing to Pampers' 'Poonami' and Super Bowl 'Toilet Bowl' ads. He applies Freudian and Bakhtinian theories to analyze why brands use scatological themes, suggesting that such humor grabs attention and reflects cultural shifts. Quine discusses campaigns by Andrex, HelloFresh, Liquid Death, and Who Gives A Crap, and touches on concepts like 'enshittification' and the protein obsession. The article is an opinion piece that uses psychoanalytic frameworks to interpret advertising trends, concluding that creativity is essential to avoid formulaic taboo content.

• HelloFresh ran a Pride social media post promoting high-fiber meals with the promo code 'BOTTOMSUP'.
• Pampers coined the term 'poonami' in its advertising.
• The 2026 Super Bowl was dubbed the 'Toilet Bowl' due to numerous poop-themed ads.

HelloFresh Q2 2026: Revenue Falls, Efficiency Program Continues

HelloFresh reported around €1.5 billion in revenue for Q2 2026 and an adjusted EBITDA of €120.6 million, with currency-adjusted revenue down 7.8% year-over-year. The company reduced marketing spend, delivered 21.8 million orders (down 13.7% y/y) and raised average order value to €71. HelloFresh says product improvements helped retention in existing customers and that about 85% of planned efficiency measures were implemented by the end of H1. The group reaffirmed its 2026 adjusted EBITDA guidance of €375–425 million while expecting a currency-adjusted revenue decline of 3–6% for the year.

• HelloFresh reported Q2 2026 revenue of around €1.5 billion, down from €1.7 billion year‑over‑year (currency‑adjusted decline of 7.8%).
• Adjusted EBITDA for Q2 2026 was €120.6 million (prior-year Q2: €158.5 million); group AEBITDA margin for Q2 was 15.2%.
• HelloFresh delivered 21.8 million orders in Q2 2026, a decline of 13.7% versus 25.3 million a year earlier.

Teads Integrates with Koddi Commerce Media Infrastructure

Teads and Koddi have announced a new integration connecting Teads' Ad Manager with Koddi's commerce media infrastructure. This partnership enables advertisers to purchase onsite retail inventory from Koddi networks in the US and Europe, including Sponsored Product Ads and display placements on merchant and commerce platforms. The integration uses the OpenRTB standard to facilitate automated exchange between demand and sell sides, eliminating the need for proprietary integrations between Teads and individual retailers. Networks such as Wolt Ads, Gopuff UK, and Hopper are among those connected. Retailers retain control over inventory, pricing, and quality standards through Koddi's SSP. This move expands Teads' programmatic retail media offerings, allowing advertisers to plan and activate retail media alongside other channels within the Teads Ad Manager.

• Teads integrates its Ad Manager with Koddi's commerce media infrastructure.
• Advertisers can purchase onsite retail inventory from Koddi networks in the US and Europe.
• The integration uses the OpenRTB standard.

Uber Eats, Wolt, Flink, Lieferando dominate German quick commerce

A YouGov study reveals that 37% of German consumers use quick commerce services for groceries and daily goods, with usage highest among younger demographics. Flink's brand awareness has doubled since 2021 to 36.5%, surpassing Wolt (33.7%) but trailing Uber Eats (50.4%). In terms of purchase consideration, Lieferando leads at around 20%, followed by Uber Eats (6.9%) and Flink (6.5%), while Wolt trails at 3%. The study highlights the growing importance of quick commerce as a regular part of digital shopping in Germany.

• 37% of German consumers use quick commerce services at least occasionally.
• Flink's brand awareness doubled from 18.1% in 2021 to 36.5% in 2026.
• Uber Eats has highest awareness at 50.4%, followed by Flink (36.5%) and Wolt (33.7%).

Wolt partners with the European Transport Safety Council to help make city streets safer for couriers, cyclists and pedestrians

The one-year partnership will see Wolt and ETSC work together on how urban road infrastructure affects the safety of people walking, cycling and motorcycling.