“Regardless of the problem of reinventing a time-honoured ingredient courting again to the Tang dynasty (618 CE to 907 CE), I used to be decided to create a chook’s nest dessert that embodies magnificence, comfort, and beautiful style,” Cieyou Lim shared.
This imaginative and prescient laid the muse for NestBloom, a Singapore-based firm he based shortly after taking the reins of his household’s chook’s nest farming enterprise in Indonesia that’s over three many years previous.
It’s fairly a daring ambition contemplating that chook’s nest has lengthy been dubbed as “the caviar of the East”. Constituted of the hardened saliva of a swiftlet, probably the most luxurious sort (referred to as “blood nests”) might reportedly fetch as much as S$10,00 per kilogram again in 2021.
That mentioned, there haven’t been many notable modifications made to the delicacy itself.
Cieyou himself noticed a scarcity of innovation within the edible chook’s nest market since becoming a member of the household enterprise in 2014. Positive, we now have bottled drinks and mini jars, however he nonetheless believed the trade might do higher to adapt to modern existence.
After three years of R&D, he lastly got here up with Nestbloom’s debut product—its Almond Cream Bloom. Formed superbly like a chrysanthemum, it’s crafted with chook’s nest, rock sugar, and top-grade Chinese language almonds.
Therefore, creating a brand new chook’s nest providing that’s like no different out there.
Innovating a centuries-old delicacy
Rising up in Indonesia, Cieyou had been uncovered to the chook’s nest trade at a younger age. And after graduating from school, the now-42-year-old joined his household enterprise and learnt its ins and outs.
Then in 2008, he was entrusted to supervise the household legacy. Recognising the potential of progress, he expanded its area into the meals manufacturing sector.
As a part of this effort, he established a chook’s nest processing plant in Surabaya to develop its product portfolio and improve effectivity. It was throughout this era that he realised a deficit in additional revolutionary edible chook’s nest merchandise.
He additionally observed its diminishing recognition amongst the youthful era. So he sought to alter that by creating a brand new product that’s each handy and related for at present’s shoppers.
Particularly, he needed to craft the product in order that it not solely tasted scrumptious however seemed aesthetically pleasing whereas nonetheless preserving its dietary advantages.
For context, chook’s nests have been broadly recognised for the reason that Tang dynasty to have medicinal advantages. “[This] must be honoured and continued,” Cieyou mentioned. “I consider it has its place in trendy society as effectively.”
Cieyou shared that chook’s nest is believed to have the consequences of nourishing yin, tonifying the kidneys, and moistening the lungs. It’s generally used to deal with signs like persistent cough and bloody sputum.
To present the delicacy extra flavour, NestBloom makes use of pure substances and pairs it with distinctive shapes to offer the blooms a narrative. You may distinguish the style profile for every product based mostly on its distinctive form.
For instance, its Heritage Bloom incorporates pandan leaves to achieve its flavour. It’s then later preserved via the model’s proprietary freeze-drying technique. Cieyou acknowledged that every bloom takes 52 hours to create and includes meticulous handcrafting.
Serving each previous and newer generations
Initially, the model aimed to enchantment to audiences on totally different ends of the spectrum—those that are accustomed to chook’s nests and those that aren’t.
To realize this, BloomNest gives basic but trendy flavours.
“We intention to cater to the preferences of youthful shoppers who’re drawn to modern style experiences. This strategy not solely revitalises the notion of chook’s nest but in addition makes it extra accessible and interesting to a brand new era of shoppers.”
The merchandise are designed to be ready shortly, the place you simply want so as to add sizzling water to it and look ahead to 5 minutes.
To date, the model’s best-selling flavour stays the Rose Bloom, identified for its delicate floral notes. That is adopted intently by the Heritage Bloom and Almond Bloom. Different flavours obtainable embody Matcha Almond, Purple Ginseng, and Vanilla Bean Almond.
That mentioned, it wasn’t straightforward to persuade the older clients when NestBloom’s merchandise had been first launched.
Cieyou confided to us that the model encountered scepticism as these shoppers had been used to the extra conventional preparations of chook’s nest. “Our merchandise appeared unfamiliar and even perhaps off-putting to them.”
To beat this, his workforce devoted strategic training and advertising and marketing efforts to transform the older clients. Its aesthetic enchantment made NestBloom’s merchandise a preferred alternative for gifting, which additional contributed to its acceptance.
A logo of modernity and excellence
The model has begun increasing its catalogue to incorporate non-bird’s nest merchandise. Simply final November it debuted the Nourishing & Restoration Bloom that’s made for postpartum moms.
This oat milk-based tonic combines fish maw with crimson dates, fennel seed, and brewer’s yeast to create a nutritious and scrumptious heat shake. Fish maw emerged as a significant ingredient as a consequence of its superior collagen content material, which advantages new mums.
Designed to be consumed each one to 2 days, its CEO mentioned that the Bloom aids in restoration. It additionally comprises lactation-boosting substances to help breastfeeding.
Having skilled regular progress in demand thus far, it looks as if Cieyou has achieved what he first got down to accomplish. However the second-generation entrepreneur has greater targets and intends to develop the enterprise additional.
His final purpose?
“We aspire for NestBloom to be recognised as a logo of modernity, sophistication, and excellence within the [health and wellness] trade.”
Properly, from my Gen Z perspective, the enterprise definitely appears to have potential. Whereas nonetheless a comparatively younger endeavour, the model is ready to make its mark in Singapore’s F&B scene.
Study extra about NestBloom right here.
Learn different articles we’ve written about Malaysian startups right here.
Featured Picture Credit score: NestBloom
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