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It wants to broaden 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.

Yi Sung Yong, co-founder of Grain, 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,” Yi Sung Yong, Co-founder of Grain 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, and up to five days in advance.

Its solution is end-to-end meaning that the team cooks, prepares and makes the delivery all by themselves.

In January, Grain raised a US$1.7 million Series A round led by 500 Startups.

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Image Credit: Grain

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