Brandless makes healthy eating affordable

By Rhiannon McGregor 13 : 07 : 2017 Food : Retail : Cut-price

US – The online retailer offers consumers premium products at low prices.

Founded by Tina Sharkey and Ido Leffler, Brandless is a new online marketplace that enables consumers to access products that are aligned with their social, religious or environmental values at a low price point. With more than 200 items on offer, ranging from food and beauty products to personal care and household supplies, the company offers a broad selection of non-genetically modified, organic, fair trade and kosher products, each priced at £2.3 ($3, €2.6).

As the name suggests, none of the items sold on the website are branded. According to Leffler, consumers are more interested in quality than the name behind a product. ‘They don’t necessarily care about buying Heinz or Tide,’ he told Fortune.

The e-commerce retailer works with its suppliers to create simple designs to ensure its packaging is sustainable. For every purchase made, Brandless will donate one meal to non-profit-making hunger relief organisation Feeding America.

The Big Picture

Organic and Fairtrade products are typically sold at a premium, pricing out lower-income households. But brands are increasingly looking to bridge the gap by offering more affordable premium-quality products. For more on the consumer mindset that is driving this shift, see our macrotrend The American Middle
In working to tackle hunger in the US, Brandless is stepping in where governments are failing. Read our Civic Brands macrotrend to find out more