HappyFresh has rebranded, targeting millennial shoppers with an updated online grocery shopping experience. It of course makes sense, considering that for ‘millenial shoppers’, convenience is key. Even I’ve used the app when I’m too lazy to leave the house on a Saturday.

While not surprising, hopefully this is a step in the right direction for the brand. And with that, they’ve also released a new slogan, or brand purpose as ‘Freshly Picked’, along with a new logo and a brand new mascot, Apple Boy!

With the rebrand, biodegradable plastic bags will be what HappyFresh uses for deliveries. The move will start in Indonesia first, then Malaysia and Thailand by year- end.

“The business is on an upward growth momentum into the online grocery space in SouthEast Asia. The new brand provides a crucial interface for retailers to capture the generation of shoppers – the millennials – who have a higher demand for quality and service especially being aware of their health.

With this rebranding exercise, we seek to serve our customers with an attitude circled around “build to deliver a simplified life” where our customers benefit the most. Lastly, July will see month-long campaigns and promotions with customers having their orders delivered on time more consistently than before,” said David Lim, VP, Marketing, HappyFresh.

I mean, it makes the most sense right? Who else would want to order groceries from their phone? I think my Mom would beat me for being lazy and not going out to get the groceries, but it’s 2019 Mom, groceries come to me!