Close
 

Hello, goodbye: My Food Bag shrugs off HelloFresh’s cease and desist letter

  • News
  • June 25, 2018
  • The Register team
Hello, goodbye: My Food Bag shrugs off HelloFresh’s cease and desist letter

Kiwi meal-kit retailer My Food Bag has been threatened with legal action by German multinational corporation HelloFresh in relation to its use of the word “hello” in its marketing. In response, My Food Bag says it’s told HelloFresh to jog on.

My Food Bag says it has received a cease and desist letter from HelloFresh instructing it to stop using the word “hello” in marketing its weight loss product range, Fresh Start with Nadia. The range was launched in 2017. HelloFresh’s letter apparently threatened My Food Bag with the involvement of global law firm Bird & Bird as a next step should the demand not be met.

HelloFresh is the second-largest meal-kit provider in the United States, and is also present in Canada, Western Europe and Australia. It was valued at €1.7 billion at the time of its IPO in February.

In a humorously-written statement, My Food Bag asserted HelloFresh’s intellectual property rights don’t extend to common greetings. Founder and director Cecilia Robinson says My Food Bag was “bemused the multinational corporation took the time to write” and hopes the cost of postage from Germany didn’t break the bank.

“Who would’ve thought a simple ‘hello’ could get you in so much trouble? This is a word we have used in our communications with customers since we first launched My Food Bag in 2013 – surprising as that may be – and we will continue to do so,” says Robinson.

My Food Bag sent the below note to HelloFresh.
 

Kia ora Herr Griesel and Herr Ries,

Greetings from Aotearoa.

We don’t often get heavyweight German multinational corporations taking the time to write to us Kiwis. Ka pai. It’s pretty cool that you’ve heard of our awesome Fresh Start programme down here in NZ.

What’s not cool is you fellas trying to stop us saying ‘hello’ to our Fresh Start family. That’s just not the Kiwi way. In fact, we thought you guys must be pulling our leg?!  Down here in God’s Own, all of us have the right to say hello, kia ora or g’day. Just ask Winston.

It sounds like something is weighing on your mind, so we’re sending you our Hello Fresh Start pack, so you can kick start your health goals and say hello to a new you.

So in short we’ve decided “yeah, nah”, and we wish you fellas a good day. Otherwise our lawyers, Gumboot & Gumboot are always good for a yarn. They’re top drawer red bands.

Haere rā,

The My Food Bag Family.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Kathmandu appoints vice president of sales and marketing for North America

  • Who's Where
  • July 17, 2018
  • Sarah Dunn
Kathmandu appoints vice president of sales and marketing for North America

Kiwi outdoor gear retailer Kathmandu has appointed Bill Chandler to the newly-created position of vice president of sales and marketing, Kathmandu North America.

Read more
 
 

Several designers announced for New Zealand Fashion Week

  • News
  • July 17, 2018
Several designers announced for New Zealand Fashion Week

Alongside the announcement of Turet Knuefermann opening for New Zealand Fashion Week, the week-long fashion exhibition includes several other big names of New Zealand designers, including first launches and classic returns.

Read more
 
 

How businesses are celebrating Matariki

  • News
  • July 17, 2018
  • StopPress Team
How businesses are celebrating Matariki

The Maori New Year is increasing in cultural prominence each year, and some say it's only a matter of time before it becomes an official holiday. Here's how some Kiwi businesses market Matariki this year.

Read more
 
topics
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
How to open a store
Sarah Dunn considers what it would take to ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Stolen Spirits co-founder Jamie Duff launches a new fitness nutrition brand

  • News
  • July 17, 2018
  • Caitlin Salter
Stolen Spirits co-founder Jamie Duff launches a new fitness nutrition brand

Stolen Spirits co-founder Jamie Duff has set up shop in the US alongside former Stolen creative director Kelvin Soh to found a venture studio in New York called New New. And now, the company has just debuted its most recent venture: Weekday Warriors, a direct-to-consumer nutrition company making premium fitness-related convenience products for busy people. Duff has a chat about the new project, as well as breaking into the US market.

Read more
 
 

Wellington raincoat-maker Okewa creates a sustainable new line

  • Design
  • July 16, 2018
  • Findlay Buchanan
Wellington raincoat-maker Okewa creates a sustainable new line

Wellington based fashion brand, Okewa, is set to unveil its new capsule of mens and womens coats made from 100 percent recycled post-consumer plastic bottles. The new range will be released next Thursday and will be available for pre-order on the Okewa website and via Kickstarter as part of Plastic-Free July. It presents a new direction for Okewa, who is moving down the sustainability route for its high-quality rainwear range. Founders and loving partners Nevada and Nick Leckie share insights into its new clothing line as well as musings of the brand's origins founded in the windiest city in the world.

Read more
 
Sponsored content

eStar’s Top Tips when choosing your new ecommerce solution

Retailers are increasingly aware of the growing proportion of revenue contributed by their digital store. However, many often miss the influence the digital store has ...

 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita@tangiblemedia.co.nz or call 022 639 3004

View Media Kit

}