{"id":258144,"date":"2026-02-12T16:59:34","date_gmt":"2026-02-12T08:59:34","guid":{"rendered":"https:\/\/www.grab.com\/sg\/?post_type=editorial&p=258144"},"modified":"2026-02-19T10:58:43","modified_gmt":"2026-02-19T02:58:43","slug":"bringing-grabfoods-favourite-flavours-to-grocery-shelves-with-jaya-grocer","status":"publish","type":"editorial","link":"https:\/\/www.grab.com\/sg\/inside-grab\/stories\/bringing-grabfoods-favourite-flavours-to-grocery-shelves-with-jaya-grocer\/","title":{"rendered":"Bringing GrabFood\u2019s favourite flavours to grocery shelves with Jaya Grocer"},"content":{"rendered":"\t\t
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At Grab, we\u2019re driven by the ambition to help local businesses grow, especially the micro, small, and medium enterprises (MSMEs) that form the backbone of Southeast Asia’s economy.<\/p>\n

We saw an exciting opportunity when Grab acquired the popular Malaysian supermarket chain Jaya Grocer in 2022. The first obvious step was to integrate Jaya Grocer\u2019s products into our GrabMart service, giving consumers the option to order them online conveniently.<\/p>\n

But then, we asked ourselves a bigger question: How can we use this ecosystem to also help our merchant-partners grow\u2014the F&B businesses that are connected to consumers through Grab\u2019s food delivery service?<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\tJaya Grocer operates over 50 outlets across Malaysia. Since becoming part of Grab, Jaya Grocer has been fully integrated into the Grab ecosystem, from GrabRewards loyalty to same pricing online and in-store, which helped increase online grocery penetration from under 1% to over 10%.\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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What is Grab Signatures private label?<\/h5>

That question led us to Grab Signatures, a private label initiative developed together with Jaya Grocer.\u00a0 It\u2019s about turning some of the most loved dishes from GrabFood into retail-ready products and making them available both in-store at Jaya Grocer and on GrabMart.<\/p>

We work closely with top-performing GrabFood merchants\u2014restaurants that Malaysians already know and love\u2014and help them bring their signature flavours into grocery form. Think of it as taking a dish people queue for at a restaurant and making it something they can enjoy at home.<\/p>

Our first Grab Signatures product launched in May 2023 with Village Park, one of Malaysia\u2019s most iconic nasi lemak brands. Using Grab\u2019s data insights, we identified what customers loved most. In this case, their savoury spicy sambal. We then worked with manufacturers and the merchant to recreate the flavour in a shelf-stable product that was ready to go to market.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Since then, the Grab Signatures range has grown to include collaborations with K Fry (Korean fried chicken), KGB (fries), and Inside Scoop (ice cream). Many of these products are now among Jaya Grocer\u2019s top-selling items in their categories.<\/p>

The Grab Signatures process<\/h5>

Behind each launch is a careful process that can take up to twelve months, covering formulation, food safety, packaging, branding, supply chain, and go-to-market planning. All R&D, production, and branding are led by the Jaya Grocer team, while merchants benefit from expanded reach and new revenue streams through this partnership.<\/p>

For merchants, this is often their first step into retail, and an avenue to achieve this without needing to invest in factories, logistics, or compliance on their own. For customers, it\u2019s a chance to connect with their favourite brands in new ways, and to bring familiar flavours home in new forms. At Grab, we\u2019re proud to use our platform to empower local businesses to scale, both within Malaysia and beyond.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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As we look ahead to 2026, we\u2019re planning to onboard more merchant partners and expand the range further. That means going deeper with existing brands. For example, we have already expanded the Village Park product range from a simple sambal jar, to sambal in sachets, and a fried chicken spice mix for cooking. We\u2019ll also continue creating new product collaborations that reflect what our customers love most.<\/p>

Grab Signatures is still growing, but one thing is clear: when we combine data, partnerships, and a strong retail foundation, we can unlock entirely new ways for merchants to thrive, from restaurant kitchens to grocery shelves.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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