Rebels Foods’ Faasos app has now been rebranded as EatSure. The foodtech major intimated the rebranding exercise to users through email. The company joins the list of notable companies such as Navi, Urban Company and INDMoney who went under rebranding exercises in the recent past.
It looks like the rebranding has been done with the purpose to reflect complete hygiene across the entire supply chain, especially at a time when people are avoiding meals cooked in restaurants and cloud kitchens. With this change, the company is also emphasising on surety about process, ingredient and packaging to weed out doubts around hygiene.
The rebranding could be seen on Play Store, App Store as well as on online ordering platforms Swiggy and Zomato. It’s worth noting that Rebel Food runs a dozen brands such as Behrouz Biryani, Mandarin Oak, Oven Story Pizza and Lunch Box. However, Faasos is one of its most popular brands.
Foodtech businesses were impacted massively by the covid-19 pandemic as they saw no business during the lockdown (last week of March to June). While online ordering platforms and notable cloud kitchens are claiming to achieve their pre-covid level peaks, hygiene concerns and contraction to the virus are still holding users to place orders frequently.
The rebranding of Faasos app to EatSure is positioned to resolve such concerns and doubts.
Rebel Food is the third-largest foodtech company in India after two aggregators: Swiggy and Zomato. The company has raised $76.5 million Series E round across two tranches in 2020 from Coatue Management. According to Fintrackr, it was valued at close to $820 million in the extended Series E round.
Travis Kallanick’s CloudKitchen’s was also in talks to pick up a small stake in the Mumbai-based firm. However, the company is yet to receive any proceeds from the new company of Uber’s co-founder and former chief executive officer.
Update: The story and headline has been updated after getting inputs from Rebel Foods.