Grocery shopping app HappyFresh launches in KL, eyes Jakarta

Visual of the HappyFresh app

Grocery shopping app  HappyFresh launched today in Kuala Lumpur, Malaysia, offering 40,000 items on its platform through exclusive partnerships with selected local offline grocers.

Founded in October last year, the app will also launch in Jakarta, Indonesia, this month, under the same strategy. The service was available on an invite-only basis til last month, but opens to the public this month.

HappyFresh user can order groceries directly from offline supermarkets, and the orders can be delivered in as little as one hour. However, the startup has not named the partners it secured in Malaysia and Indonesia.

The new e-commerce company is supported by a seven-figure undisclosed round of pre-series A funding from a group of venture capital firms, international angel investors, and institutional backers, according to an official statement.

The company did not reveal the name of its investors.

HappyFresh has seven co-founders, each with experience in the tech business, and careers in Blackstone, Goldman Sachs, the Boston Consulting Group, JP Morgan, Rocket Internet, Lazada Group, as well as founding and exiting KaufDA in Germany and Koprol in Indonesia

In the team are Fajar Budiprasetyo as CTO, Benjamin Koellmann as COO, Dr Konstantin Lange as CFO, Kai Kux as CCO, executive chairman and investor Tim Marbach, and Stefan Jung from Monk’s Hill Ventures as advisor.

CEO Markus Bihler said the service caters to time-strapped urban dwellers who are looking for ways to eat more healthily, a personal challenge for him.

“The only way was to eat out all the time. But we wanted to know what was going into our food and enjoyed being able to prepare simple meals at home with friends and family. Having fresh groceries delivered to your doorstep presented the solution,” he said.

Although there are some errands outsourcing and grocery shopping apps already in existence, HappyFresh’s service is differentiated by its personal shoppers who are permanently based at the partner stores who will fulfill the orders that come in.

The app allows users schedule the arrival of its one-hour delivery option a few days in advance.

HappyFresh is available on iOS and Android.

Within the Malaysian market, it competes with players like SmartShopper MalaysiaGrocerExpress and GoGet while In Indonesia, it will compete with SukaMart, and indirectly with delivery startup Go-Jek, catering tech business Berry Kitchen.

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