Podcast: This week we travelled all the way to Singapore in our new podcast episode!

Their mission is simple: to change the way we snack! The company has fast earned itself an important role in the growth of healthy Asian snacking, but what’s the secret behind its success & how is it the perfect example for new business developers? Amy spills all…


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Amazin’ Graze is transforming the way we snack, one bite at a time…A revolutionary curator of healthy and nutritious snacks using Asian flavours, and based in Singapore, they aren’t showing any signs of slowing down. Set up back in 2015, the company has fast earned itself a loyal and growing community within Mayalsia and now the world. Through healthy products made from cereals and fruits they help promote a healthy and sustainable lifestyle for their consumers.

The brand shows no signs of slowing down and has gone from strength to strength since it was created back in 2015 by three friends. Speaking to one of these very co-founders, Amy, we got a taste into the company’s success and to see if she had any advice for the budding entrepreneurs out there…

So what can we learn from the success of this startup and what advice did Amy offer us budding food entrepreneurs? Starting from home in her kitchen, where most small business ideas start, Amazin’ Graze started small but hasn’t stopped growing since. Their objective was to educate the market in a fun way in a country that loves food, by creating a healthy but tasty snacking product. It was something new and exciting, but how difficult was it to dominate such a popular market?

Amy tells us the challenges of setting up a new business due to the bigger players already dominating the industry. Among her advice is to take risks and believe in your cause, no matter how impossible it might seem. If you have an idea, run with it and don´t look back! And never be put off by a busy market. She ensures us that the snacking industry, especially in Asia, is still in its infant stages and there is lots of white space for new business opportunities and startups. But it’s important to act fast she says, as everyday there are new companies occupying the space. Amazin’ Graze started as an opportunist idea between friends which turned into a small production line in a home kitchen, to then an international company, could your business idea be next?

Once thing she can assure us is that nothing is certain in a startup, whether its amount of resources, money, team or investors…everything is a risk at first. The one thing that’s for sure is that time is of essence and although you may not be the number one client for banks or partners, it’s important to chase after them and work hard to maintain a positive attitude, as well as to look after your team, no matter how small, as they are the success factor behind your brand. It certainly seemed to work for Amy and her team, as Amazin’ Graze has certainly benefited from some success since its launch four years ago.

So what’s the climate of healthy snacking looking like in Asia? Amy reports that there has been a general shift from the common idea of fatty Asian food to more locally sourced products, taking peoples favorite childhood snacks and transforming them into an innovative healthy product.

What’s the future looking like for the brand? Well, they sure aren’t limiting themselves to their current products like granola or nuts, their idea is to embrace disruption and experiment with new categories as well as expand internationally.

Amazin’ Graze isn’t only leading the industry for Asian snacks, but for female entrepreneurs, too! A completely female founded and led company Amy tells us they have never really encountered any boundaries in the industry, except that it is mostly governed by men, mostly in the banking, retail and investment sectors. But she says she is proud of the brand for leading a woman owned company and hopes to be setting a positive example for young female entrepreneurs out there.

A small, innovation-led team with a buzzing working environment, new partners, campaigns and upcoming product releases are keeping things exciting for this revolutionary Asian brand, and we can’t wait to see what’s next. Eager to try their products? If you’re in the UK you can order them online at AmazinGraze.com, or look out for them in stores across Singapore and Asia.

Amy Zheng is a co-founder of Amazin’ Graze, based in Singapore. Her favorite food?  Popiah – a Fujianese/Teochew-style fresh spring roll.  It means “thin wafer” and is made from a soft, thin paper-like savoury crepe made from wheat flour.  The filling is mainly finely grated and steamed turnip, which has been cooked with a combination of other ingredients such as bean sprouts, French beans, and lettuce leaves, along with grated carrots, thinly sliced fried tofu, chopped peanuts or peanut powder, fried shallots, and shredded omelette.  She recommends us all to try it!
Follow Amazin’ Graze on Instagram: @amazingraze.co

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