Irvins Salted Egg expands into the US via DTC route
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Singaporean cult snack brand Irvins Salted Egg has expanded online in the US and launching at several Asian specialty stores including 99 Ranch, Seafood City and H Mart.
The popular brand, which has a cult following in Singapore and Hong Kong, especially, has pop-up style brick-and-mortar stores and sell-through in nine Asian countries. By going online it has taken a direct-to-consumer approach to competing with American snack brands.
In Australia, it is sold through the e-commerce site Snack Affair.
“We are ecstatic about our expanded availability in the US. Irvins Salted Egg products bring a distinctive flavor and premium quality to the American snack food market, and we look forward to earning a place in the conversation as more people can try our product,” said Yosuke Yazawa, Irvins chips business development manager of North America.
Irvins will offer flavors online such as Salted Egg Potato Chips, Spicy Salted Egg Potato Chips, Salted Egg Cassava Chips, Spicy Salted Egg Cassava Chips and Salted Egg Crunchy Roll.
The salted-egg flavored chips are made in Singapore using Asian flavors such as the salted duck egg yolk, curry leaves, and red chilli pepper without preservatives.
Questions & Answers
Q.What is Irvins Salted Egg's primary strategy for entering the US market?
What is Irvins Salted Egg's primary strategy for entering the US market?
Irvins Salted Egg is primarily expanding into the US online, adopting a direct-to-consumer (DTC) approach. They are also launching in several Asian specialty stores like 99 Ranch, Seafood City, and H Mart.
Q.Which specific product flavours will Irvins Salted Egg initially offer to US customers online?
Which specific product flavours will Irvins Salted Egg initially offer to US customers online?
Initially, US online customers will find Salted Egg Potato Chips, Spicy Salted Egg Potato Chips, Salted Egg Cassava Chips, Spicy Salted Egg Cassava Chips, and Salted Egg Crunchy Roll available for purchase.
Q.What ingredients are used to create the distinctive salted-egg flavour in Irvins chips?
What ingredients are used to create the distinctive salted-egg flavour in Irvins chips?
The salted-egg flavoured chips are crafted in Singapore using traditional Asian ingredients. These include salted duck egg yolk, curry leaves, and red chilli pepper, all without the addition of preservatives.
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