HonestBee

App-based product descriptions for HonestBee.

App-based product descriptions for HonestBee.

HonestBee is a food delivery app based in Singapore. I wrote 500+ product descriptions for individual items listed on the app.

The HonestBee app is a deliveroo-style way to have groceries quickly delivered to your door. Each one of the thousands of items in the app needed an individual product description, to let users know what they would be ordering.

I was selected as part of a team of food copywriters to work on the project. After being sent a list of products, I researched each one to write and deliver over 500 product descriptions. The descriptions had to be short and sweet (300-500 characters), written in British English and aligned with HonestBee’s brand voice

I wrote product descriptions for fresh, frozen and ambient food products, as well as for items in other grocery verticals, like household cleaning, and health & beauty.

The descriptions ranged from unbranded meat and fish, to products from global household-name brands, as well as those from large domestic brands in Singapore and Southeast Asia, niche health food and free-from brands, and local artisanal or small-batch products.


Nina, Content Designer at HonestBee said:

Zoe is a wonderful writer to work with. Despite the time difference, she’s easy to communicate with, delivers work on time at top quality and is efficient with all edit requests when needed. Would love to work with her again.”

In fact, HonestBee were so pleased with the product descriptions, I completed a second project for them a few months later:

“It’s been great working with Zoe. I think her descriptions are beautiful which I really appreciate. She’s a great writer who submits her work on time every time. thank you, Zoe!”


Food product descriptions
You can find all the product descriptions at honestbee.sg, or on the honestbee app on Android or iOS, and see a sample below:
Food copywriter
Spirulina is like nature’s multivitamin. It is the richest whole food source found in nature, and rumour has it that NASA even studied it as a potential food source for astronauts. A daily dose of this amazing superfood is packed with over 100 nutrients – more than any other plant. Bioglan spirulina is completely raw, organic and premium quality. Bioglan spirulina is high in protein, iron, vitamin B12, chlorophyll and antioxidants”
Food product descriptions
“Heat & eat! The boys from sidecar got crafting and decided to bring the authentic flavours of Texas pulled pork to Singapore. Hand-rubbed with secret seasoning then slow simmered to deliver flavoursome and meltingly juicy, restaurant-quality pulled pork. Made right here in Singapore, all our products are gluten free, with no preservatives, artificial ingredients or extenders. Snap-frozen to lock in the freshness.”
Food app copywriter
“Downy fabric conditioner softens, protects and refreshes your clothes and laundry. With a softness and fresh scent that lasts for days after washing, this baby-gentle fabric conditioner is mild and gentle. The pouches make it easy to use the right amount of fabric conditioner in each wash, and still have freshness, softness and protection for all your laundry.”