The HappyFresh as we know it, has a fresh new face. The leading online groceries company headquartered in Jakarta, Indonesia, has rebranded targeting millennial shoppers. In line with its new brand purpose “Freshly Handpicked,” debuts a new logo and a new mascot—Apple Boy.

Also part of the rebrand is the use of biodegradable plastic bags that will be used for deliveries. The move will be introduced in Indonesia first, then onwards to Malaysia and Thailand by year-end.

According to David Lim, VP of marketing, HappyFresh, the online grocery space in Southeast Asia is on an upward growth momentum. The startup hopes the brand refresh will help it tap into the next generation of shoppers—the millennials, who demand a higher quality of service and are also health-conscious. This rides on a new attitude circled around “build to deliver a simplified life.”


The company will be launching month-long campaigns and promotions in July, and also promises more consistent delivery times for orders.

The HappyFresh app now has an in-app chat function which customers can use when shoppers find a product “out of stock.” For foreign customers, the app integrates an auto translate feature.

To ensure food freshness and quality, HappyFresh said that it has upgraded most of its equipment. It now individually packs thermal insulated bags for its frozen and chilled products. All its riders have an upgraded thermal insulated box integrated to their motorcycle to protect products from heat and rain.

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The company also uses cardboard boxes or biodegradable bags for deliveries.

In Malaysia, HappyFresh partners with 42 stores including big grocery brands like Tesco, Village Grocer, Giant, TMC, Mercato, and more.


Earlier this year, the company closed USD20 million in Series C funding, led by Mirae Asset-Naver Growth Fund alongside other strategic partners such as LINE Ventures, Singha Ventures and Grab Ventures.

The funding will be used for both city and country expansion, as well as investment into technology and growth of its talent pool specifically in the areas of data science and omni-channel technology.

HappyFresh’s Series B funding was led by Dubai-based Samena Capital in 2016, around the same time the company pulled out of Taiwan and the Philippines markets to focus on Malaysia, Thailand and Indonesia.

Southeast Asia is a boon for many startups and digital-led businesses, home to over 600 million consumers, where digital spend is tipped to reach USD200 billion per year by 2025.

For more information about HappyFresh, visit


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