Unpopular opinion, but I’ve never gotten into the superfood and acai bowl hype. I know that it’s supposed to be good for me, but it often tastes plain and is a little pricey for a snack that’s supposed to satisfy my cravings.
So when I came across Chia Puddies, Singapore’s first and only chia seed pudding brand, I was definitely sceptical. However, after seeing videos of long lines forming at their shop, I decided to visit to see what the hype was about.
After surviving an intense pilates class, I walked over to Chia Puddies’ shop at Clarke Quay, and was craving a light yet satisfying treat. I decided to try The Morning Bowl, which is a banana blueberry chia pudding with yoghurt, almond butter, granola, banana and blueberries.
To my surprise, the chia pudding itself had a soft and gelatinous mouthfeel that made me feel full, but it was not overly rich, so I didn’t feel sick of eating it, and the varying textures of the toppings enhanced my enjoyment of the treat.
It was a pleasantly satisfying experience, and my curiosity was piqued, so I reached out to the couple behind it to learn more.
A workout snack that worked
Chia Puddies was launched in January this year by 26-year-old Megan Lim and Ashraf “Ash” Karim, who is 29.
Megan used to work as a full-time performer at Universal Studios Singapore (you might have seen her as the Goddess of Egypt at the Ancient Egypt zone), and the role required her to keep up in shape, which led her to adopt a health-conscious mindset.
“I tried various snacks like rice crackers, yoghurt, fruits, and even chicken breast as a snack,” added Megan. It was through her research that she discovered the benefits of Chia seeds and started making her own puddings because there were no available options in Singapore.
According to Megan, chia seed puddings have high protein content and are deliciously addictive, especially on hot days, creating the perfect balance between something tasty and healthy. She then shared her bowls with her partner, Ash, who then saw an opportunity to make a business out of it.
“It still blows our minds that no one else was doing this—like, how is such a nutritious powerhouse snack not everywhere?!” exclaimed Ash, who is also the co-founder of Culture SG, an events company known for its themed parties.
Went ahead despite tough industry
However, Singapore’s F&B industry is known to be ruthless to homegrown brands. With multiple headlines of closures, I wondered why Ash and Megan would continue to move forward with launching the business.
Turns out, the couple has done their homework and sought advice from an unlikely figure: Megan’s mother, Tang Miao Ling.
In case she looks familiar, Tang Miao Ling was a Medicorp actress in the 1990s, but has since left the entertainment industry. She notably ran an F&B business with former actress Cassandra See before it closed in 2020.
With firsthand knowledge of the industry, Megan shared that her mother has been incredibly supportive of her endeavour and talked about the risks and challenges that come from being an F&B business owner.
She advised me that F&B is one of the toughest industries, especially for a first-time business owner with long hours, high competition, and constant attention required. I told her I know what I’m getting into and wouldn’t start this venture unless I was ready to give it my all.
Megan Lim, co-founder of Chia Puddies
The couple took eight months to fully prepare the business for launch, with four to six months dedicated to experimenting with different flavour combinations for their chia puddings and smoothies. They also had to navigate getting the required licenses and ensuring they kept up with the management guidelines.
Though they kept their financial figures under wraps, Megan and Ash shared that they were supported by one silent investor.
Catering to their audience
When asked if they had a specific target audience, the couple shared they target health-conscious wellness enthusiasts who look for delicious snacks that contain nutritious benefits.
Aside from marketing their business on social media, Chia Puddies also partnered with gyms in Clarke Quay and Boat Quay to form its initial customer base.
Eventually, the business went viral online, as evidenced by the snaking queues that soon followed.
Despite the brand’s growth, Megan and Ash shared that introducing a new, foreign product to the Singapore market remains an ongoing challenge, and selling it is even harder. Hence, they are currently focusing on creating educational content that advocates for their products’ nutritional benefits.
Beyond that, they’ve also adopted a menu that caters to a wide range of tastes and dietary needs, making their offerings more accessible to different customer segments.
For example, the Morning Bowl, which I tried during my visit, is popular amongst the fitness community as it is a high-protein, well-balanced macro snack. Chia Puddies has also launched a vegan version of their Glory Bowl to cater for its lactose-intolerant customers.
It’s been just over six months since Chia Puddies opened its doors, and the journey is only just beginning. That said, Megan and Ash remain committed to sharing their love for chia seeds—and perhaps, even sparking the hype that takes over all superfoods.
Without comparing, we all know chia puddings pack way more nutritional punch in terms of higher protein content and fibre, not to mention way less sugar. We’re convinced that Chia Puddies can be THE healthy snack revolution everyone’s been waiting for!
Ashraf “Ash” Karim, co-founder of Chia Puddies
- Learn more about Chia Puddies here.
- Read more articles we’ve written on Singaporean businesses here.
Featured Image Credit: Chia Puddies