Safe Food

What Safe Food does

Safe Food, operating as AYZ Safe Foods Agro Ltd., is a Bangladesh-based direct-to-consumer food brand founded in 2016 by graduates of Bangladesh Agricultural University in Mymensingh. The company sells antibiotic-free, heavy-metal-free, and growth-hormone-free protein products — including broiler chicken, omega-3 enriched broiler chicken, eggs, desi beef, premium milk, pangasius fish, and a wide range of river fish — verified through Waffen-certified third-party lab testing. It also markets semi-free-range "Bornali" chicken, processed snacks under the "Titbits" sub-brand (nuggets, popcorn, samosa, spring rolls), and pantry staples under "Ibadah" (black tea, Chinigura rice). Safe Food claims to be the first and only producer of omega-3 enriched broiler chicken in Bangladesh, achieved by feeding chickens maritime fish oil to deliver 340mg omega-3 per 100g.

The business runs a pure DTC model with no institutional or enterprise customers. Distribution is through the company's own e-commerce site (safefoods.com.bd), a Google Play mobile application offering a 5% discount via the SAFE05 coupon code, a 24/7 phone order line, a physical showroom in Banasree, Dhaka, and the Dhaka headquarters store. Delivery is currently limited to three urban areas: Dhaka, Mymensingh, and Chattogram. Pricing is per-kg or per-piece unit pricing in Bangladeshi Taka with discount overlays (e.g., Safe Broiler ৳430-489/kg, Safe Egg ৳195-205/dozen, Hilsa ৳3,600-4,000/kg).

Safe Food is founder-owned, with no disclosed external funding, no parent company, and a three-person executive team (Muhammad Ahsan Habib as Chairman, Muhammad Yusuf as Executive Director, and Zikrul Hakim as Managing Director). Operating geographies are confined to Bangladesh and the company has not disclosed any global footprint. The customer base is horizontally segmented toward health-conscious middle-class and upper-middle-class Bangladeshi families willing to pay a premium for verified-safe protein; there is no disclosed revenue, headcount, or institutional backing in the input data.

Name

Safe Food

Legal name

APYZ Safe Foods Agro Ltd.

Website

https://safefoods.com.bd

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Safe Food (AYZ Safe Foods Agro Ltd.) is a Bangladesh-based DTC food brand founded in 2016 that sells lab-verified, antibiotic-free and heavy-metal-free chicken, eggs, fish, beef, milk, and processed snacks directly to health-conscious families in Dhaka, Mymensingh, and Chattogram.

Ownership category

akta.pro rank

Product category

Safe Food and Protein Products

NAICS

Poultry Processing (311615), Meat Processed from Carcasses (311612), Animal Slaughtering and Processing (3116)

SIC

Poultry Slaughtering And Processing (2015), Sausages & Other Prepared Meat Products (2013), Prepared Fresh Or Frozen Fish & Seafoods (2092)

akta.pro industry

PRIMARYCRADACAK

Refrigerated Meat & Seafood (Processed/Packaged)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Dairy & Refrigerated Foods

SECONDARYAFANAEAJ

Shelf-Stable Processed Meats (Canned, Retort Pouches, Jerky/Meat Snacks)

Agriculture & Food Production/Meat, Poultry & Seafood Processing/Meat Further Processing (Cured, Smoked, Deli Meats, Sausages)

Keywords

• Antibiotic-free poultry
• Omega-3 enriched chicken
• Lab-tested meat products
• Chemical-free protein
• Farm-to-table food

Headquarters

HQ city

Dhaka

HQ country

Bangladesh

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Safe Food generates revenue through direct online sales of its branded food products (Safe Broiler, Safe Egg, Bornali Chicken, river fish, meat, dairy, and processed snacks) via its website and mobile app. Products are sold in various weight/pack sizes at unit prices. The company also operates a physical shop.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Safe Food (APYZ Safe Foods Agro Ltd.) is a Bangladesh-based food production and direct-to-consumer e-commerce company that raises, processes, and delivers lab-tested, antibiotic-free, heavy metal-free protein products (chicken, eggs, fish, beef, milk) along with processed chicken snacks and pantry staples. The company operates its own farms and uses third-party Waffen-certified lab testing to verify safety claims, and is the first and only producer of omega-3 enriched broiler chicken in Bangladesh. Products are sold via its own e-commerce website, mobile app, phone orders, and a physical shop, with delivery in Dhaka, Mymensingh, and Chattogram.

Product overview

Safe Food is an e-commerce platform selling safe, quality food products in Bangladesh. The company operates under APYZ Safe Foods Agro Ltd., established in 2016, and positions itself as a social movement against food adulteration. The product portfolio centers on protein products including Safe Broiler Chicken (antibiotic-free, hormone-free), Omega-3 Broiler Chicken (Bangladesh's first Omega-3 enriched chicken), Bornali Semi-Free-Range Chicken, Safe Layer Chicken, Safe Eggs and Omega-3 Eggs, Safe Premium Milk, Desi Beef, Pangasius Fish, and River Fish varieties. The offering also includes processed chicken snacks under the Titbits brand (Samosa, Nuggets, Popcorn, Spring Roll, Wonton, Chicken Fry), plus staple foods like Black Tea and Chinigura Rice under the Ibadah sub-brand. All products emphasize being antibiotic-free, heavy metal-free (lead, chromium, cadmium), and halal certified, with lab test reports available for verification. The company sells directly through its e-commerce website with delivery in Dhaka, Mymensingh, and Chittagong.

Differentiator

Problem solved

Functional benefit

Brands

• Bornali: Semi free-range and free-range Bornali chicken products, marketed as a premium deshi chicken alternative with natural farming methods
• Titbits
• Ibadah

Products and services

• Safe Broiler Chicken Antibiotic-free, hormone-free broiler chicken raised in controlled environments, available in various cuts including whole chicken, skin-on/off, curry cut, drumstick, breast boneless, thigh boneless, wings, and keema. Sold per kg at ৳430-489. Targeted at health-conscious Bangladeshi families seeking safe protein.
• Omega-3 Broiler Chicken Bangladesh's first omega-3 enriched broiler chicken, fed with marine fish oil. Lab-verified to contain 340mg omega-3 fatty acid per 100g of chicken meat. Marketed for heart health, brain function, and immune system benefits. Sold per kg at ৳450-500.
• Omega Chicken (with skin) Omega-3 fatty acid enriched chicken with skin, offered in 5kg (৳2,050-2,400) and 10kg (৳3,900-4,800) packs for higher-volume buyers. Provides enhanced omega-3 nutrition with crispy skin texture.
• Bornali Chicken Semi-free-range chicken raised with natural sunlight, open space, and natural feed, offering traditional deshi chicken taste with modern scientific farm management. Antibiotic-free and heavy metal-free. Sold per piece at ৳520-2,600 depending on dressed weight size.
• Safe Layer Chicken Culled layer hens (100 weeks old) from Safe Egg production. Older birds with firmer meat and bone, preferred by those who enjoy traditional deshi chicken. Antibiotic and heavy metal-free. Sold at ৳700-950 per kg dressed weight.
• Safe Egg Antibiotic-free, heavy metal-free (lead, chromium, cadmium), and growth hormone-free eggs. Farm-sourced from the company's own farm in Trishal, Mymensingh. Cleaned and sanitized with production date printed on packaging. Sold per dozen at ৳195-205.
• Omega-3 Egg Omega-3 enriched eggs from hens fed with omega-3 rich feed including flaxseed and fish oil. Claims 8x more Vitamin E than regular eggs. Antibiotic-free, lead-free, chromium-free, cadmium-free. Sold per dozen at ৳250-260.
• Safe Premium Milk Premium milk from Indian subcontinent Sahiwal and local Gir cattle sourced from Sirajganj. Thick, pure milk with no added preservatives. Sold per liter at ৳115-120.
• Desi Beef Desi-origin local beef with actual weight, maximum 25% bone and fat. Slaughtered on Mondays and Thursdays. High-quality protein source with essential nutrients. Sold per kg at ৳920-1,000.
• Safe Broiler Liver Gizzard Leg Head Mix Mix of broiler chicken liver, gizzard, head, and legs. Antibiotic-free, lead-free, chromium-free, cadmium-free, and halal certified. Contains 13-16 pieces of legs and 3-5 pieces of gizzard/liver per kg pack.
• Pangasius Fish Lab-tested pangasius fish, free from lead, cadmium, arsenic, and mercury. Chemical-free, fresh, with omega-3 fatty acids. Ready-to-cook processed fish. Sold at ৳350-450 per kg.
• River Fish (Multi-Variety) Fresh river fish including Rui, Katol, Kalibaus, Shol, Iyer, Tengra, Koi, Pabda, Boyal, Bele, Taki, Shing, Hilsa (Padda), Deshi Magur, and River Pangas. Sourced from natural river catches with natural feed, non-frozen, fresh. Sold per kg at ৳750-4,000 depending on variety.
• Titbits Chicken Snacks Ready-to-cook chicken snacks under the Titbits sub-brand, including Samosa (৳255-265), Kids Nuggets (৳340-380), Nuggets (৳350-400), Popcorn (৳370-400), Spring Roll, Wonton, Chicken Fry (৳1,000-1,100/kg), and Gila Koliza Singara (৳175-185). Made from Safe Broiler chicken, antibiotic-free and heavy metal-free.
• Black Tea Premium black tea under the Ibadah sub-brand, available in 100gm (৳57-60), 200gm (৳115-120), 400gm (৳230-240), and 500gm (৳270-280) packages. Made from selected quality tea leaves with rich flavor and aroma.
• Chinigura Rice Premium aromatic Chinigura rice under the Ibadah sub-brand, packaged in 1kg (৳200-210). Quality processed, fragrant, and fluffy when cooked. Marketed as a safe choice for families.

Quantifiable outcome

• 340mg omega-3 fatty acid per 100g of omega-3 enriched broiler chicken (lab-verified)
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kazi Farms: One of Bangladesh's largest integrated poultry producers with nationwide distribution. Comparable as a Bangladeshi poultry producer, though Kazi Farms operates at scale across conventional rather than premium-safe positioning.
• Shwapno: One of Bangladesh's largest supermarket chains with both physical retail and online ordering. Comparable as a multi-channel Bangladeshi food retailer serving urban households, though Shwapno focuses on conventional rather than premium/safe positioning.
• Licious: India's leading online meat and seafood brand with vertically integrated sourcing and lab-tested safety claims. Closest comparable by business model: premium, antibiotic-free, lab-verified protein sold DTC via own e-commerce platform with delivery in major Indian cities.
• FreshToHome: India-based online fresh meat and seafood brand with own processing and cold-chain infrastructure. Highly comparable to Safe Food in premium protein positioning, lab-tested quality claims, and DTC delivery model.
• Meena Click: Bangladesh-based online grocery and food delivery platform. Comparable as a Dhaka-focused DTC grocery operator though broader in assortment and not focused on lab-verified premium proteins.
• Chaldal: Bangladesh's largest online grocery platform operating in Dhaka and other cities. Chaldal is a direct peer as both compete in the Bangladesh DTC e-commerce grocery space, though Chaldal's catalog is broader and not focused on premium lab-verified proteins.
• Aarong Dairy: Bangladesh-based dairy and protein producer under BRAC, with nationwide distribution and premium positioning. Comparable as a vertically integrated Bangladeshi protein brand with quality certifications serving urban households.

Regional players

• Bigbasket: India's largest online grocery platform. Comparable by business model (DTC e-commerce grocery with own inventory and delivery) but operates in India rather than Bangladesh, making it a regional rather than direct peer.

Broad incumbents

• Pran-RFL Group: Bangladesh's largest food and beverage conglomerate with extensive processed food, dairy, and beverage lines. Overlaps with Safe Food's packaged food categories (Titbits snacks, Ibadah staples) but operates as a mass-market incumbent across many unrelated categories.
• Alibaba Freshippo (盒马): China's leading omni-channel grocery platform combining app-based ordering, fresh food retail, and integrated cold-chain. Useful comparable for the DTC-plus-physical-retail omnichannel model Safe Food is building at smaller scale.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/safefoodsofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Safe Food