Brightfarms products from Foodpanda / Photo credit: Foodpanda
Foodpanda, an Asia-focused food delivery and e-grocery platform, has launched a new private-label selection called “Bright,” which is available on its online grocery shop Pandamart.
The private label offers 1,000 products split into three sub-brands: Brightfarms for fresh produce, Brightyums for pantry staples and ready-to-eat meals, and Brightspots for household essentials.
Bright items will be available in all Pandamart stores across its markets, with Singapore and Malaysia initially having the most extensive range of products.
Raphael Zennou, Foodpanda’s vice president of quick commerce, said that the new label allows the firm to have better quality control over products on Pandamart.
According to Foodpanda, direct procurement with suppliers makes Bright products more cost-effective as well, potentially allowing customers to save 25% compared to products from outside sources. This move fits into Foodpanda’s objective to target price-sensitive customers, the company said.
In 2021, Foodpanda launched an in-house brand, Brightfields, offering a limited selection of pantry needs, including eggs, tissue paper, and mineral water. It has since widened the product line to include more items, such as fresh fruits and cleaning products.
The expansion comes after Foodpanda parent firm Delivery Hero ended talks to divest Foodpanda in select Southeast Asian markets. Grab was reportedly one of the potential buyers for the food delivery brand.
See also: Legal woes, police reports trail woman linked to ex-Foodpanda CEO’s exit
Editing by Miguel Cordon and Jaclyn Tiu
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