Where Global Food Trends Meet Everyday Convenience
Interview with Benedikt Meuers, CEO YOUCOOK Group
Consumers increasingly expect convenient meal solutions without compromising on quality, freshness or taste. Changing lifestyles and busy schedules continue to drive demand for innovative food concepts. Cologne-based YOUCOOK GmbH recognized this trend early on and has successfully transformed the chilled ready-meal category by combining international food trends with restaurant-inspired concepts. In this interview, CEO YOUCOOK Group Benedikt Meuers discusses the company’s development, innovation strategy and future growth ambitions.
European Business: Mr. Meuers, how has YOUCOOK evolved since its foundation?
Benedikt Meuers: YOUCOOK was founded in 2012 to revitalize the chilled ready-meals market. In 2014, the company became part of the heristo Group while
deliberately preserving its startup culture. Combining entrepreneurial agility with the resources of a strong family-owned group has enabled us to grow continuously and become the market leader in our segment.
European Business: How is YOUCOOK positioned today?
Benedikt Meuers: We employ around 55 people and generate approximately EUR 70 million in annual revenue. Our medium-term goal is to reach EUR 100 million. Besides Germany, we are active in Austria, Switzerland and France, where we operate our own subsidiary and have already received several industry awards. We are currently launching in Denmark, Finland, one of our key target markets for 2026, Sweden, Belgium and Netherlands expected to follow.
European Business: How important is innovation for the company?
Benedikt Meuers: Innovation is part of our DNA. Our portfolio currently includes 25 dishes inspired by Indian, Asian and Italian cuisine, as well as vegetarian and vegan options. Some of our most successful products, such as Indian Style Butter Chicken and Indian Style Mango Chicken, have helped establish international cuisine more firmly within the German retail market. We have an internationally active food scout who identifies trends around the world. Our goal is to be an early adopter and first mover, translating global culinary trends into concepts suitable for retail markets.
European Business: How is the market developing?
Benedikt Meuers: Despite challenges such as the pandemic, supply chain disruptions and rising costs, the market for fresh ready-to-heat meals continues to grow strongly. In comparison with countries such as France, the Netherlands and the UK, the German convenience market remains relatively underdeveloped, creating significant long-term growth potential.
European Business: What makes YOUCOOK stand out from competitors?
Benedikt Meuers: We solve a real consumer problem: people have less time to cook but still want high-quality, enjoyable meals. We take inspiration from restaurants, delivery services and international food trends rather than traditional ready meals. Our multi-component dishes deliver a premium dining experience, reflected in a repeat purchase rate of around 60%.
European Business: What role do branding and sales play?
Benedikt Meuers: Retail partners such as Rewe, Edeka and Kaufland remain our core sales channels. At the same time, we are investing heavily in brand building. Following a complete packaging redesign, we want to increase brand visibility and further develop the YOUCOOK brand beyond its current product range.
European Business: How are digitalization and AI shaping the business?
Benedikt Meuers: Digitalization is a key strategic priority. We already use AI in marketing, content creation and image processing while continuously automating internal processes. This allows our employees to spend less time on repetitive tasks and focus more on their core responsibilities.
European Business: How do sustainability and corporate culture influence your success?
Benedikt Meuers: We use sustainable electricity, certified packaging and largely paperless processes. Equally important is our company culture. Innovation, enthusiasm, community and a strong drive for success define how we work together. We have developed a unique team spirit that is regularly noticed by customers, partners and applicants. Many interns and working students actively seek permanent positions after joining us because they experience our culture firsthand.
European Business: What are your goals for the future?
Benedikt Meuers: We want to continue our European expansion, strengthen the YOUCOOK brand and explore new product segments. We also see long-term potential in the US market. Our vision is to create moments of enjoyment that make everyday life more special for consumers at home and on the go. Personally, I am driven by the opportunity to help shape a strong brand, work with a great team and make a real impact in a dynamic and fast-growing market.