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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.

​ ​

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Foodstuffs’ Baden Ngan Kee has passed away

  • Who's Where
  • July 16, 2019
  • The Register team
Foodstuffs’ Baden Ngan Kee has passed away

Foodstuffs has announced that its former executive Baden Ngan Kee has passed away after a battle with lung cancer.

Read more
 
 

2 Cheap Cars fined $438,000 under the Fair Trading Act

  • News
  • July 14, 2019
  • The Register team
2 Cheap Cars fined $438,000 under the Fair Trading Act

Used car dealer 2 Cheap Cars has been fined $438,000 for its use of “warranty waiver” documents and marketing statements described as “deliberately misleading”.

Read more
 
 

Retail's new best friend

  • In association with the IHA Global Innovation Awards (GIA)
  • July 13, 2019
  • Anne Kong
Retail's new best friend

As the heart and soul of retailing further evolves, stores and the essence of shopping will continue to morph in unimaginable ways. However, amidst the storm of change, there is one aspect of shopping that remains pure, constant and motivational – the aspirational moment. Anne Kong, member of the GIA expert jury, shares her thoughts.

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Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
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Bendon looks to sell brands after financing falters

  • News
  • July 12, 2019
  • Radio New Zealand
Bendon looks to sell brands after financing falters

Bendon lingerie is looking to sell some of its brands as the future of the company becomes more uncertain.

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Smirnoff Pure helps Kiwis discover local artists with Spotify partnership

  • News
  • July 11, 2019
  • Caitlin Salter
Smirnoff Pure helps Kiwis discover local artists with Spotify partnership

The music we love is made up of many influences, including where we live. In its latest campaign, Smirnoff Pure and YoungShand tapped into the unique vibes of New Zealand and set out to help Kiwis discover the music that moves the cities and suburbs they call home.

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Outgoing Spark CEO Simon Moutter talks transformation, diversity and leaving a legacy beyond just metrics

  • News
  • July 11, 2019
  • Elly Strang
Outgoing Spark CEO Simon Moutter talks transformation, diversity and leaving a legacy beyond just metrics

Simon Moutter has just wrapped up a seven-year tenure at telecommunications company Spark. Under his rein, the changes the company has gone through are nothing short of radical, from its name (Telecom to Spark), to its operating model (traditional to agile), to its culture (publicly called out to inclusive) to its structure (one monopoly brand to many). Here, Moutter has a candid chat about his journey as CEO, the company's push to be a more diverse and inclusive workplace and how one of his biggest lessons learned was he couldn’t solve a cultural issue with processes and strategy.

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