HappyFresh, the online grocery delivery service, is undergoing a bit of a rebrand in a bit to reach more millennial shoppers. This includes a new brand purpose and slogan, ‘Freshly Handpicked’, as well as a new logo and mascot—Apple Boy.
The rebrand will also mean that biodegradable plastic bags will now be used for deliveries, although this is only available in Indonesia right now. Malaysia and Thailand are expected to make the environmentally-conscious move by the end of 2019.
But perhaps the most convenient update that is coming is the arrival of a new in-app chat function so that customers can communicate with their ‘shoppers’ or riders whenever any particular products are out of stock. This will help ensure that customers’ private contact details are protected, while an auto-translate feature should also be a great help to foreign residents as well. HappyFresh also tells us that they have upgraded their equipment to ensure food freshness and quality, with thermal insulated boxes now equipped on riders’ motorcycles.
This comes in light of news that HappyFresh closed Series C funding of US$20 million, with the funds going toward brand expansion—including more investment into technology, as can be seen with this latest development.