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Eat This, Not That! is the strongest pull in HelloFresh US's top 10, at 0.74 — but the second-ranked neighbor is the US Department of the Interior at 0.72, and that pairing defines the two-peak structure of this audience.
The first cluster forms around health and wellness content: Eat This, Not That! (0.74), Steak-umm (0.68, a Food brand), and Livestrong (0.64, Fitness) suggest an audience oriented toward food awareness and active living. The second cluster is harder to characterize by theme but consistent by subcategory: US Department of the Interior (0.72), NASA Solar System (0.67), and National Park Service (0.62) are all Government entities, forming a distinct government-and-public-institution neighborhood that sits surprisingly close to a meal-kit brand. Bridging the two peaks are celebrities and influencers — Ryan Lochte (0.69, Athlete), Bob Newhart (0.68, Comedian), and Megan Mullally (0.68, Actor) — along with CBS Sunday Morning (0.67, TV Show), none of which belong cleanly to either cluster.
No other Grocery and Superstore brands appear in the top 10; HelloFresh's nearest audiences are shaped by food-and-wellness media and government institutions rather than by its own retail category.
The two-peak structure suggests an audience that bridges health-conscious content consumption with a broader civic and public-interest orientation — two distinct neighborhoods that converge on the same follower base.
