Previous these days (April 29), foodpanda Singapore formally introduced its abode emblem, glorious, a pristine product layout of reasonably priced however top quality groceries and family staples.
The emblem was once first unveiled in an unique media initiation match latter Thursday (April 25), and it’s described as a emblem umbrella containing 3 subbrands:
brightfarms: New create (eg. coconut, eggs)
brightyums: In a position-to-eat foods and snacks
brightspots: Family merchandise (Bathroom paper, mineral H2O)
glorious is an improve of foodpanda’s abode emblem, which to start with debuted and examined as brightfields in 2021, with 3 merchandise: eggs, mineral H2O and bathroom paper. Their product length has since expanded to over 250 merchandise throughout all 3 subbrands and is lately offered solely on pandamart.
Kevin Zagolin, Director of Fast Trade at foodpanda Singapore, added that each one glorious‘s products will follow the company’s assurance in order groceries inside the era, 24/7, all moment spherical.
He expressed his optimism that the emblem will resonate neatly a few of the Singaporean crowd, for the reason that it’s advertised as a “house brand with pocket-friendly prices.”
glorious‘s the number 1 emblem on pandamart presently, 50 consistent with cent of the orders include a minimum of one made from our abode emblem, so we felt that it was once the correct occasion now to formally rise at the back of the emblem as foodpanda and make contact with it our abode emblem.
I believe all Singaporeans really feel that they wish to be very alike to the finances and to our pockets [when shopping for groceries], so I believe it suits additionally really well in those financial cases, for the reason that glorious is an reasonably priced emblem.
Kevin Zagolin, Director of Fast Trade at foodpanda Singapore
To commemorate the initiation, foodpanda customers can worth the promo code “TRYBRIGHT” to obtain a 20 consistent with cent bargain on all glorious merchandise from April 29 to Might 31 2024, with out a minimal spend required.
Affordability ≠ Affordable
Maximum nation may understand abode manufacturers as less expensive and of decrease property—a story that Zagolin goals to debunk with glorious.
In a media presentation, he shared that glorious‘s merchandise are related in property to non-house manufacturers, however they’re offered at 25 consistent with cent much less of the marketing quantity.
Zagolin additional defined in an interview with Vulcan Publish that glorious was once ready to succeed in affordability with two methods: operating up the worth chain and specializing in explicit product options.
By means of taking part at once with native providers and vendors and eliminating useless product options, foodpanda is in a position to soak up a portion of the manufacturing prices and trade in decrease promoting costs to shoppers.
Delphine Dierckx, the director of Dmart Business & CPG Media Answers at foodpanda APAC, added that glorious is lately offered in 8 nations around the Asian-Pacific pocket, together with Taiwan and Bangladesh.
Time each Singapore and Malaysia trade in the widest length of glorious merchandise, Dierckx highlighted the usefulness of localisation to succeed in good fortune throughout other markets.
“Yes, you’d probably have water across the eight countries, but [while] you might have durian in Singapore, you won’t have durian in Bangladesh,” she added.
Comfort is the DNA of fast trade
Because the director of fast trade (q-commerce) at foodpanda Singapore, Zagolin needed to observe how comfort may also be assured for all shoppers at any hour, any occasion. Then again, issues had been raised concerning the emblem’s skill to conserve the freshness of groceries—in particular for glorious‘s brandnew create arm, brightfarms.
Zagolin addressed this, mentioning that the corporate undergoes stringent variety processes on possible producers and vendors prior to they’re onboarded and that the group conducts intensive day-to-day property assessments on all brandnew create when it arrives.
Those property assessments are performed all the way through the hour, and merchandise will likely be got rid of as soon as their freshness or property deteriorates. Pickers also are skilled to observe strict tips on dealing with and packing brandnew create prior to it’s despatched for supply.
To serve extra comfort for its shoppers, easy-to-handle merchandise, corresponding to pre-cut end result and bathroom paper offered in smaller packs, are presented on pandamart.
Trait above the whole lot
Over time, many big-name supermarkets and smaller on-line buying groceries outlets have introduced their very own abode manufacturers. Some may argue that foodpanda is overdue to the sport, however Zagolin begs to fluctuate.
He defined that the corporate took a accumulation of occasion to analyze and manufacture its merchandise, opting for to extend its length slowly. “We didn’t want to rush this; we really wanted to take the time to make sure the product makes sense.”
Zagolin additionally clarified that the initiation of glorious was once no longer supposed to transform consumers from nationwide manufacturers. Instead, the focal point was once to inspire extra nation to buy their groceries on-line and for pandamart customers to believe alternative sections that may well be extra reasonably priced.
Having a look ahead, Zagolin shared his hopes to develop the emblem within the related pace, including that the corporate will proceed to paintings on merchandise related to its shoppers and ultimately extend the product length throughout all 3 subbrands.
Then again, he was once fast to reiterate that foodpanda will “not force the growth” of the emblem.
Negative dehydrated goal for the sake of getting goals, it’s moving to be if and when it is smart to shoppers.
Kevin Zagolin, Director of Fast Trade at foodpanda Singapore
Featured Symbol Credit score: foodpanda
