Dating app Tinder is partnering with meal kit company HelloFresh for a new set of recipes that are perfect for a stay-at-home date. The partnership also involves a new line of seasonings and spices that are designed to ignite the passion when cooking as a couple.
Tinder & HelloFresh have created a new relationship phase, the ‘Forking Season’. A survey found that around the fifth date, couples go from casual to committed. This is usually around the time the couples share their first home cooked meal together.
As we head into Cuffing Season, the two brands have released the Date Night Delights recipe series for couples who want something special to kick off Forking Season. These recipes are designed for couples who will be sharing the meal at home.
Tinder & HelloFresh are also collaborating on a limited-edition collection set of ‘Forking Seasonings’. Residents of the U.S. can purchase three new spice mixes for $14.99, and couples can even take a relationship test to see which spices suit them best.
To kick off this new initiative, a giveaway is taking place. Individuals are invited to follow HelloFresh on Instagram and tag a single friend in the comments of a post, with 5 lucky winners receiving a HelloFresh x Tinder Spice Box and one month’s access to Tinder Gold.
The campaign represents the connection between romance and food. 81% of surveyed Americans feel that cooking a meal for their partner signals a relationship is moving from casual to committed, Tinder shared.
“When date nights out lead to date nights in, things are getting serious. We know Tinder users are looking for a match to get cozy with this Cuffing Season, from the 96% increase in users talking about ‘Cuffing Season’ in their profile bios”, said Stephanie Danzi, Senior Vice President of Global Marketing at Tinder.
“We’ve also found that today’s singles are looking for new date ideas that are more interactive than sitting across from each other in a restaurant”, Danzi added, summarising that “We love this partnership with HelloFresh because these Date Night Delights create more opportunities for new couples to get to know each other and unlock a new phase of connection”.
HelloFresh is the world’s leading meal-kit company, operating across 18 international markets. In 2022, HelloFresh delivered more than 490 million meals to customers across the U.S.
“We were inspired to learn that four out of five Americans agree that a relationship is becoming serious when you start cooking for your partner,” said Kirsten Walpert, VP of Brand and Creative, HelloFresh US.
“With food playing such a central role in how couples connect and create memorable moments, we’re excited to be partnering with Tinder to introduce Forking Season and give consumers everything they need to prepare easy and delicious meals at home”, Walpert continued.