From Delivery to Retail: Jokr Launches Private Label in Brazil, Mexico and the U.S.

The unicorn of on-demand grocery delivery expects its own products to account for 15% of app sales in a year

Alex Bretzner, Rafael Vasto e Rodrigo Maroja
April 27, 2022 | 03:57 PM

Bloomberg Línea — Daki, a Brazilian company from the unicorn group Jokr, launched its own brand on Wednesday. The on-demand grocery delivery app will now have its portfolio that includes bakery, wine, chocolate, and four other products. Jokr will also launch exclusive items in Mexico and the United States.

Focused on deliveries within 15 minutes in a dark store distribution model, the new product line will feature exclusive brands developed for the company and regional own brands. The startup does not rule out a single brand for all countries in which Jokr operates.

“We know what customers want, what the experience bottlenecks are. We identified over the year several opportunities to improve experience and retention and we decided to build a brand,” said Rafael Vasto, CEO of Daki, in an interview with Bloomberg Línea.

Shedding Season? Why Brazilian Unicorns Are Laying Off Staff By the Score

Jokr’s wine comes from the INO wine brand, produced in Mendoza, Argentina. In Brazil, the product will be available starting this month. “It’s 20,000 bottles of wine to kick off this project,” Vasto explains. Daki will also offer bread, at first in some neighborhoods in São Paulo. The bread will be delivered every day in the dark stores.


In May, the brand will have ready-to-eat meals and chocolate bars. The company did a test action with Easter eggs and said to have sold all the stock. Daki will be a brand even of toilet paper, “It is a product that super relates to our value proposition, of need at the moment, without being in stock,” explains the CEO.

Gabriela Seirafe, private label manager at Daki and Jokr, said the startup will also have its own ice. “We see that people really like to buy from our app at gatherings with friends,” she explains.

The private label brings margin for the retailer and lower price for the end user, but, according to Vasto, the main reason for the launch of the exclusive items is the experience and quality of the product.


The effort has been coordinated with the industry for some months. “It has every point of developing proof, of looking at the product, of doing licensing,” explains Vasto. Seirafe points out that Daki oversees product development, auditing the factory to understand whether the supplier has Daki’s capacity for scale.

The company is studying to expand its dark stores to other Brazilian states still this year.