Expansion and innovation: Singapore ice cream brand Udders targets five overseas territories

By Pearly Neo contact

- Last updated on GMT

Singapore home-grown ice cream brand Udders hopes its strong brand personality and relentless NPD innovation will help drive its export expansion plans. ©Getty Images
Singapore home-grown ice cream brand Udders hopes its strong brand personality and relentless NPD innovation will help drive its export expansion plans. ©Getty Images

Related tags: Ice cream, Singapore, udders

Singapore home-grown ice cream brand Udders hopes its strong brand personality and relentless NPD innovation will help drive its export expansion plans.

Wong Peck Lin, Udders Founder and ‘Chief Milkmaid’, said the brand has an ‘obsession with product development’​, with around 12 new flavours being launched each year.

“The best and funnest thing about working with ice cream is that it lends itself to exuberant creativity,” ​she added.

“We love experimenting with new flavours and toppings and consistently churn out about 12 new flavours a year.”

Indeed, Udders has been well-known for its wide range of unconventional flavours since its beginnings in 2007. One of its strongest bestselling ranges is that of its alcoholic flavours, which Wong calls ‘strong liqueur’ ​flavours.

This includes varieties such as Rum Rum Raisin (3.9% alcohol using rum), Tira-miss-u (3.8% alcohol using brandy), WineBerries (3.5% alcohol using port wine), Cereal Killer (3.5% alcohol using bourbon), Baileys & Bourbon (3.3% alcohol using Baileys and bourbon), Lychee Martini (3% using vodka) and Orange Liqueur Dark Choc (2.7% alcohol using cointreau).

“We [also] focus a lot on building the culture of the company to support fresh, exciting, unconventional ideas [and] play hard to get our brand personality across in our products and in our “milking outlets”​ added Wong.

Asia and beyond

Being based in Singapore, it is no surprise that Udders also has a strong Asian focus, with many exotic and unusual Asian-themed flavours to choose from.

Some of the more well-known include The Mao (Mao Shan Wang Durian), Kyoto Matcha (using green tea flown in straight from Kyoto Japan), and Salted Gula Melaka. More unusual inventions are Korean flavours such as Grapefruit Soju and Honey Citron, as well as “Spicy Bomb”, a togarashi white chocolate wasabi flavour to celebrate the company’s 10th anniversary last year.

Expansion plans

Udders is currently sold in two countries, Singapore and Australia, but Wong has plans for much more.

“[In the upcoming three to five years, my visions is] that Udders will be in at least five overseas territories,”​ she said.

“We are [currently] also on board airlines like Jetstar and Scoot, and will be on Singapore Airlines [come March 2019].”

Other ongoing plans include the launch of the company’s wellness range of ice cream, Nuude, which Wong said ‘will be Healthier Choice Certified by the Singapore Health Promotion Board to be lower in sugar and lower in calories’.

“[We also plan to] expand to about 200 retail points in Singapore, as well as grow our distribution into the Hotels, Restaurants and Cafes segment,” she added.

Udders has also developed a high protein ice cream with plans for distribution, but further details on this have not been made available as of yet.

Related topics: Manufacturers, Emerging Markets, Ice Cream

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