HappyFresh Launches HappyFresh Supermarket - Affordable, Freshly- Handpicked Grocery Delivery to Meet the Needs of Southeast Asian Consumers

• As the fastest-growing online grocery platform in Southeast Asia (SEA), HappyFresh, has launched HappyFresh Supermarket to deliver high quality grocery needs from a wide array of fresh and dry supplies to more consumers in SEA, to complement HappyFresh’s existing strategy of closely collaborating with national and regional supermarket chains, offering even more options to customers.
• With over 15,000 SKUs across three closely monitored temperature zones in its facilities, HappyFresh Supermarket has launched in major cities in Indonesia, Malaysia, and Thailand, such as Jakarta, Kuala Lumpur, and Bangkok, and is rapidly expanding across the markets.
• HappyFresh Supermarket promises strong value-for-money to customers and no out-of-stock moments, offering express and same-day delivery to further inspire more customers to be accustomed to online grocery shopping as part of their online shopping.

The fastest-growing online grocery platform in Southeast Asia, HappyFresh, has launched HappyFresh Supermarket to extend fresh and dry grocery accessibility by significantly growing its dark store presence in the region. HappyFresh aims to provide an easy and convenient online grocery shopping experience, with high-quality and freshly handpicked products brought right to their customers’ doorsteps with free delivery for every order.

HappyFresh understands that weekly grocery shopping requires optionality and choice among multiple categories, especially fresh, hence the need for a larger range of assortments. This will naturally increase the order value and drive engagement, making it a more sustainable model in the long run, in contrast with “top-ups and instant delivery” shopping missions. HappyFresh Supermarket enables this with over 15,000 stock-keeping units (or SKUs) of fresh, dry, and frozen products in its inventory within three closely monitored temperature zones. Having been launched in Jakarta, Kuala Lumpur, and Bangkok - and in the process of rapid expansion within each respective market, HappyFresh Supermarket will offer competitive pricing, giving customers strong value for money with their purchases, without any out-of-stock moments.

Guillem Segarra

“HappyFresh Supermarket is one step closer towards our vision of simplifying the lives of our consumers and just a couple of months after launching, we see tremendous interest with month-on-month growth in users of 300%. To meet this demand, we are rolling out more and more facilities to increase our coverage area and provide much greater accessibility. Grocery is in our DNA, “said Guillem Segarra, CEO of HappyFresh.

Exacerbated by the pandemic, consumers are now more price and product-sensitive than ever before. They demand transparency and are looking for a brand they can trust, one that provides simple, reliable, and yet tailored solutions to meet their specific grocery needs. With HappyFresh’s nearly decade-long accumulation of experience, data and knowledge, it brings a superior understanding of how to address these exact needs, and by extension - tackle the conventional pain-points of brick-and-mortar supermarkets.

Additionally Hunhui Hu, MD Malaysia said, “Consumers prioritise the quality of service provided as much as the competitive price points, hence why we have established HappyFresh Supermarket, enabling us to have more control over the service provided to all households. Malaysia’s E-Commerce industry has grown rapidly in recent years, driven by the rising usage of smartphones and shoppers’ willingness to buy from overseas. Especially in 2020, the COVID-19 outbreak has accelerated the growth of the E-Commerce industry. Approximately 62% of Malaysians are shopping online now, mostly via mobile devices (47% and it is expected to grow at a rate of 31.4%. The COVID-19 pandemic has triggered the transformation of the Malaysian retailers’ business strategy toward E-Commerce and Internet-Of-Things (Iot).”

“The grocery industry is going through a massive transformation driven by a fundamental change of shopping habits. Southeast Asia is at the cusp of it. We are talking about a $300 billion industry hence setting the fundamental building blocks for how the next 100 million people will be shopping for groceries is and will be our main focus as a company. We believe that our customers should have the choice to pick from a wide range of products, freshly handpicked at affordable prices, without having to compromise in quality. HappyFresh Supermarket is your one-stop-shop to satisfy all your daily and weekly grocery needs, and we want to make it accessible to everyone.” added Segarra.

HappyFresh believes that the democratisation of grocery-shopping within the region must be achieved sustainably. Within HappyFresh Supermarket facilities, sustainable and environmentally conscious approaches have therefore been employed from Day 1; from reducing the usage of plastic to an inventory management program working with local food banks such as FoodCycle in Jakarta and Food Aid Foundation in Malaysia. The latter in particular directly aligns with HappyFresh’s ESG priority to redistribute food surplus. Customers are also encouraged to do their part by choosing the “GoGreen” packaging option during checkout. These all act as small steps in a much larger plan to enable a highly sustainable ecosystem.