'Better than popcorn': Singapore start-up taps wellness trends and markets fox nuts as next go-to snack

18-Jul-2024 - Last updated on 18-Jul-2024 at 01:14 GMT

The convenient 10 g packs that are designed for snacking on the go are resealable, making them child friendly at the same time. © Strictly Nuts

Singapore start-up Strictly Nuts is hoping to convince consumers that fox nuts are versatile go-to snacks for all ages, with a focus on heath and versatility to grow its reach in the market.

Fox nuts are considered a superfood that is high in fibre, protein, and minerals. They are known to have health benefits like helping with weight loss and easing menstrual cramps. A 2022 study also found that roasted fox nuts (Euryale Ferox L) contain higher concentration of phenolics, flavonoids, minerals and antioxidants, and can lower Glycemic Index (GI) in humans. They come from the floating water lily plant and is likened as popcorn’s cousin from underwater, which can be roasted into crunchy, healthy snacks.

Raw fox nuts have a hard outer shell that is removed by popping. The popping process heats the water inside the seeds and creates steam, turning them into puffed nuts, much like popcorn. However, puffed fox nuts are often soggy and bland, so roasting and seasoning them enhances the overall taste and texture. Studies suggest the roasting process enhances the nutrient profile and increases the bioavailability of fox nuts nutrients.

“Usually, people munch on popcorn while watching movies, but fox nuts are much healthier and even kids love them. We want to raise awareness of fox nuts and make them popular. In India, about 98% of the population gives it to their children, and you will find it in every household. It's nutrient-rich and is considered their popcorn. In India, fox nuts are more popular than other snacks, while elsewhere like in Singapore, popcorn is more common,” said Roshini Gumnani, director of Strictly Nuts.

Strictly Nuts offers the snacks in sweet and savoury flavours. On pack, the fox nuts are described as gluten-free, non-GMO, and dairy-free, with nothing artificial in them. Even with seasoning added, the nuts do not contain trans-fat as they are roasted in olive oil. The salt and sugar content are also very low at less than 4 g for every 100 g.

Different flavours, different occasions

The firm conducted surveys and identified four popular flavours to kickstart their product launch: Sour cream and onion, cheddar cheese, seaweed, and banana honey cinnamon, which it showcased at the Speciality Food & Drinks Asia (SFDA) 2024, held at the Sands Expo & Convention Centre in Singapore from 26 to 28 June.

“If you give people unknown flavours and a product that is unfamiliar, they won’t want to try it. Popular flavours offer familiarity and make them more inclined to try something new,” said Gumnani, who listed a few ways to enjoy fox nuts.

They can be used as dessert toppings that can be sprinkled onto ice cream, enjoyed with breakfast cereal and acai bowls, or mixed into baby food.

Gumnani described fox nuts as being light on the palette, and a small amount is usually enough to fill up the stomach, making them suitable for those who want a quick energy boost after a gym session or something to munch during work. She also said that fox nuts can also curb hunger pangs, which is a good weight loss strategy. Typically, a 10 g pack is one serving size for a child, while adults may take 20 g.

The convenient 10 g packs that are designed for snacking on the go are resealable, making them child friendly at the same time. Larger boxes that contain 100 g of nuts are good for gifting.

According to Gumnani, fox nuts are also popular in Japan and China.

“Fox nuts have lots of health benefits, especially for women. They help to regulate periods and relieves menstrual cramps. I have tried it myself and it works for me. But you’ll have to take it regularly to see the effects,” said Gumnani.

Overcoming hurdles in expansion plans

As fox nuts loses its crunch easily, wet seasonings cannot be used or they will turn soggy. This poses a challenge when developing flavours for different markets, as it limits the seasoning to only dry powders that will not affect texture.

“We cannot use sauces and the seasoning powder should only lightly coat the surface and not penetrate the nuts. They’ll then have to be packed and sealed very quickly,” said Gumnani.

All Strictly Nuts snacks are roasted and seasoned in small batches, which are then manually inspected and hand-scooped into individual packets.

From harvesting the fox nuts to processing and packing them, it requires manual labour that may prove to be challenging when trying to meet large orders.

“Ninety percent of our production and ingredients come from Bihar, India. It takes skilled workers to harvest the fox nuts underwater. The remaining 10% of ingredients, which are our seasonings, are sourced within Singapore. We ship the seasonings to India and everything is manufactured there,” said Gumnani.

As for the markets the firm is keen on, Gumnani mentioned the US and Canada as the consumers there are focussed on health and wellness. Middle East and South Korea also offer good potential because of the snacking culture in these regions. It plans to launch outside Singapore by the next year.

Social media, pop-up stores and sampling sessions are a few ways that the firm plans to reach out to consumers. As a trained early childhood educator, Gumnani is also writing a book on fox nuts to teach young children about the superfood.

“It will be the world’s first book on fox nuts that we will be introducing to schools. The main thing we need to do now is to educate consumers about fox nuts. The Indians think of them mainly as offerings for prayers, while outside of India they are relatively unknown. We’re actually doing these for the Gen Zs, Gen Alphas, and future generations, the main drivers of demand in the future. We also hope they can enjoy the health benefits of fox nuts,” said Sagar Gumnani, managing director of Strictly Nuts, and Roshini Gumnani’s husband.

The husband-and-wife duo are marketing Strictly Nuts as premium health snacks due to the tedious production process and the good quality of their raw ingredients. It is also their way of giving back to the Bihar community by offering the farmers and their wives working opportunities.

Strictly Nuts is retailing at S$33.80 for 100 g and S$22.80 for 8 assorted 10 g packs. The products are available online and will soon be sold in premium supermarket chains within Singapore. As for other retail channels overseas, those are yet to be confirmed.

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