HelloFresh and the Natural History Museum have announced a new partnership in the UK that will see an immersive food-themed family experience making its way to the museum as part of a wider marketing campaign. The exhibit will immerse visitors in a farm-inspired installation where they will be able to harvest ingredients digitally before choosing from a series of HelloFresh recipe to digitally prepare. The exhibit comes in response to increasing concerns surrounding children's education and a lack of information around food production.
CEO of HelloFresh UK & Ireland Philip Doran commented on the the Natural History Museum partnership saying, "At HelloFresh, we believe that understanding where our food comes from is just as important as what’s on the plate. With The Curious Kitchen, we wanted to create something that is a genuinely hands-on experience where families can connect with the journey of their food together."
Farm-Inspired Museum Installations
HelloFresh and the Natural History Museum Partnered
Trend Themes
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Immersive Food Education — Museum-based digital harvesting and recipe play creates new pathways for brands to translate complex food systems into family-friendly learning experiences.
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Experiential Brand Partnerships — Collaborations between consumer brands and cultural institutions are turning marketing campaigns into interactive public experiences with stronger educational value.
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Digital Farm-to-table Play — Gamified ingredient selection and virtual cooking formats suggest opportunities for children to engage with nutrition, sourcing, and sustainability through entertainment.
Industry Implications
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Meal Kit Services — Meal kit companies can extend beyond home delivery by using interactive education to build trust around ingredients, sourcing, and family cooking habits.
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Museums and Cultural Attractions — Cultural venues are evolving into experiential learning platforms where commercial partnerships can enhance visitor engagement without relying solely on traditional exhibits.
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Edtech and Family Learning — Hybrid physical-digital installations offer fresh models for teaching food literacy, agriculture, and healthy eating in formats designed for shared family participation.