Coming throughout Jammy’s, a Singaporean logo that do business in vegan and keto snacks and treats, I believed that the founders at the back of it might be subscribers of vegan and keto diets.
Color me stunned after I learnt that that even if the founders are carb and sugar-conscious, they don’t in truth observe the keto or vegan nutrition to a tee.
“And we are not trying to promote any diet,” Jacelyn, certainly one of Jammys’ two co-founders, informed Vulcan Put up about their industry.
Jacelyn is joined by means of her used sister J, who in truth kickstarted Jammy’s move. J began turning into carb-conscious and sugar-conscious then she realised how hooked on sugar she was once.
“She was having four sachets of sugar in her coffee every day, on top of bubble tea with 120% sugar, and lots of carb-heavy and sugar-heavy foods,” her sister mentioned.
From there, J seemed for methods to devour much less carbs and sugar, or even attempted a vegan nutrition then gazing documentaries at the subject. She even attempted to walk on a keto nutrition as soon as, however didn’t extreme a generation because it was once too restrictive and unsustainable.
Extra health-conscious than ever, J started making her personal keto brownies that have been smartly liked by means of her roommates. Inspired by means of them, she determined to promote them at Shake Farm, a wholesome meals eating place.
No longer lengthy then, the pandemic collision, and meals deliveries was extra not unusual than ever, which grew to become out to be a just right factor for J’s brownies. From there, the Jammy’s logo in point of fact took root.
“The main motivation was to prove that healthy foods can actually taste good, if not better than the typical unhealthier versions,” they shared.
On supremacy of that, Jammy’s additionally sought to handle an opening available in the market, which was once growing keto-friendly treats which might be additionally vegan, which is uncommon as keto meals most often comprises animal merchandise.
Summarising Jammy’s venture, Jacelyn mentioned it’s “to just be an honest and reliable company that makes healthy treats that everyone can enjoy freely.”
Going all-in
Founding out, Jammy’s was once in truth part of The Virtual Kitchen, a cloud kitchen idea that thrived all the way through the pandemic.
J have been part of The Virtual Kitchen’s group, nevertheless it sooner or later ceased operations.
However even if that took place, the sisters have been dedicated to creating Jammy’s a luck.
After all, it wasn’t the very best of transitions. With The Virtual Kitchen closed, the sisters misplaced a plenty street to promote their bakes to, and likewise misplaced a playground they might bake in.
Alternatively, this problem pressured them to reconsider about the place they would like Jammy’s to be, which resulted in the place they’re as of late.
As for a way Jacelyn joined the group, she obvious that it began as loose labour.
Harbouring a non-public pastime in baking, J had roped her in to aid out each and every now and upcoming. Because the industry persisted to develop, they started toying with the speculation to develop it in combination formally.
“At that time, I was working as an engineer in the oil industry which was quite affected by COVID, so it kind of was a good time for me to take the leap of faith and give it a go,” Jacelyn added.
With that, the 2 sisters launched into their move, proceeding to run Jammy’s as a full-fledged industry on their very own.
A cohesive field of goods
When Jammy’s were given its get started, the one product that they had was once the keto brownie.
But, as of late, as you flick thru their website online, you’ll understand that they’ve somewhat a number of snacks and treats—however deny brownie in optic.
How they expanded past brownies was once an excessively symmetrical procedure. It began once they sought after to introduce complementary merchandise that might walk with their brownies, and gelato got here to thoughts.
From there, they presented granola, impressed by means of granola toppings that walk on acai bowls. However after all, Jammy’s model is sugar-free in addition to oat-free, as they’re prime in carbs.
“We were almost going to open a little place of our own last year, but renovation plans were rejected and we decided to drop the location,” they mentioned. “That really prompted us to think about the direction of the business, how we wanted to grow it, and how it can align with our own definitions of success.”
“When we asked ourselves what we truly want for the business to be, the difference we are making with it, and visualised all that, we realised we needed to focus and streamline the business,” they defined.
So, the sisters made the verdict to cancel promoting the brownies and baked items that have been now not all vegan, simply keto. In lieu, they enthusiastic about best merchandise that have been each vegan and keto—gelato and granola.
Those even have a longer shelf-life, which intended they might glance into getting them at the cabinets of grocery shops and provide to eating places too.
In the future, Jammy’s needs to be greater than simply gelatos or granolas.
“Ultimately, we want to expand our range of products that will cater to as many aspects of our customer’s lifestyle—granolas for breakfast or snacking, gelato for desserts, gummy bears as snack or for their kids, and more to come,” they mentioned.
Recently, Jammy’s merchandise are basically to be had on-line on their website online in addition to on Redmart. The sisters are operating to having the goods extra to be had and obtainable thru appropriate retail companions, each native and in a foreign country.
Serving a much wider target market
Within the hour alternatively a few years, numerous fitness meals fads have come and long gone in Singapore. However general, which means that the demographic of health-conscious people has grown.
And with a much wider target market comes extra companies in need of to fracture into the scene.
The sisters consider that Jammy’s is in a position to preserve a aggressive edge due to the inclusive nature in their merchandise. No longer best are they sugar-free, but in addition dairy-free, egg-free, gluten-free, and occasional carb.
“Not forgetting our biggest selling point: all our products taste absolutely delicious, so it’s not just for the health-conscious, but for anyone who appreciates quality good food,” Jacelyn added.
To proceed being related and aggressive, J and Jacelyn will proceed growing scalable merchandise future additionally internet hosting real-life reviews like pop-ups and occasions to have interaction with customers.
Honing their USP, additionally they intend to put together their treats much more inclusive, reminiscent of having nut-free choices.
“We plan to further grow our range of products and we have new specials to be launched,” Jacelyn obvious, however mentioned that they aren’t ready to expose extra but.
Founding Jammy’s on their very own, J and Jacelyn had bootstrapped the industry, and feature reinvested many of the earnings again into the industry.
“But if we had investments, we would be able to fund the growth faster, which is what we are looking for at the moment,” they mentioned.
Be informed extra about Jammy’s right here.
Learn alternative articles we’ve written about startups right here.
Featured Symbol Credit score: Jammy’s
