The Online Grocery Store Doing Away With Brands

The Online Grocery Store Doing Away With Brands

Image via Mashable

Image via Mashable

A lot of us probably don’t enjoy going to the grocery store. There are hundreds of different brands to choose from, everything is more expensive then the next, and it’s just plain overwhelming. And you might as well just give the store your whole wallet if you’re looking to go the organic route. Thankfully there’s a new start-up that’s changing the game.

It’s called Brandless and it’s an online grocery store that sells goods that are exactly that – brandless. You’re not going to find Kleenex or Lays here. All the products come in basic, generic packaging emphasizing what the product is and what “values” are behind that particular product. For example, a product might have a checklist stating it’s organic, gluten-free, and non-gmo. These distinctions also make it easy to search on the site by only gluten-free products or only products that are certified organic. Can’t get much easier than that?

Image via Mashable

Image via Mashable

But wait, these products are still organic or non-gmo? Sounds expensive…but it’s actually not. Everything on the Brandless site is only $3, whether you’re buying a bag of granola or organic cotton balls. And right now, you can find about 115 products spread throughout 6 virtual aisles. Need pasta sauce? They’ve got it. A new notebook for school? It’s there. Face wash? Yeah, they’ve got that too. They even have plates, mugs, bowls, and other kitchen tools perfect for someone just starting out or someone who isn’t looking to drop a whole lot of money on a new cheese grater.

Now you’re probably wondering about quality, right? Well, the goal behind Brandless isn’t to create lower quality goods at a cheaper price. Brandless CEO Tina Sharkey says the real key is the “brand tax”. That’s the mark-up some companies will put on their goods because it comes from a particular brand, and why you might see that name brand item for a few dollars more than the store brand. By doing away with that, and shipping directly from the manufacturer to the customer, Brandless can offer high quality goods for a cheaper price.

So far, it’s clear that investors are jumping aboard this gravy train – food pun intended. They’ve already raised $50 million in pre-launch funding! And, consumers are jumping aboard too. In the first 48 hours, they received orders from 48 states (sorry Alaska and Hawaii, they can’t ship to you yet). The cheap prices probably helped, and we’re guessing their giving nature did too. Brandless donates a meal to Feeding America for every order they get. Pretty sweet, right?

This online grocery store is open and ready for business! You can shop as a non-member, or sign up for their B.More membership program. $38 a year gets you access to member-only benefits and special offers. Happy Shopping!

(Story via Mashable)

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