It wants to expand its market to customers who are not necessarily health conscious
Singapore-based healthy food delivery startup Grain is rebranding itself to a company that delivers delicious but healthy food.
Grain Co-Founder Yi Sung Yong believes that this brand refresh — which may come off as unduly subtle — is a necessary step forward for the company.
“From the start, we always stood for the few things–delicious, healthy, fast and affordable,” Sung told e27.
“However, in this region, people often don’t associate ‘healthy’ with ‘delicious’, and this turns a lot of people who are not health-motivated away, although Grain’s meals are also very delicious,” he added.
With this brand refresh, Grain aims to win over customers who care about delicious food first, and then realise later that delicious food can also be healthy.
Sung gave some examples of healthy but delicious food including the “‘Slow Braised Beef and Duck Confit (on beetroot lasagne)’.
“When you think of lasagne you usually think of something heavy and cheesy. We used beetroot to recreate the lasagne, giving it a very light and refreshing aftertaste,” he said.
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Another popular dish–Dry Laksa–has also been treated with a healthy makeover.
“Instead of using the traditional laksa gravy (coconut milk, chilli oil, sambal paste, etc.), we steamed winter melon for it to be used as a binding agent with our dry laksa paste.”
Grain has also added a few new food categories to the platform.
These will include the Grain team’s food pick of the week, local and hearty Asian cuisines, and guilt-free Western food.
“We will also be featuring [food picks from] one of the winners of MasterChef Asia in the weeks to come (and others to follow),” said Sung.
Additionally, the starting price of food has been lowered from S$10.95 (US$8.00) to S$8.95 (US$6.50).
Grain was first launched in 2013, and offers only on-demand hyperpersonal lunch orders, which can be placed up to five days in advance.
With an end-to-end solution, the team cooks, prepares and makes the deliveries in-house.
In January, Grain raised a US$1.7 million Series A round led by NSI Ventures.
To download the revamped app, click here for the iOS version, and here for Android version.
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Image Credit: Grain
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