E-grocer Misfits Market has launched its first-ever private-label brand, Odds & Ends, to deliver pantry essentials to shoppers. Initially, the e-grocer will offer olive oil, coffee, and dark chocolate-smeared mini pretzels. Kai Selterman, Misfits Market’s chief strategy officer, revealed that consumers would soon be able to order and fill their grocery baskets with a wide range of products from the website. The move is followed by a massive growth after the launch of Misfits Market’s mobile app. The firm revealed that their research shows younger consumers are more drawn to private-labelled products. That’s why the Misfits Market will target them largely. The brand also offers a discount of up to 40% on its products.

To read more, visit GroceryDive