Singapore’s Jääde brings premium water to China, eyes Middle East market
Founded in 2023, Jääde is currently focused on increasing brand awareness and building consumer trust in the local Singapore market, with a long-term goal of becoming a leading brand in the premium water sector.
According to Allan Poh, founder of Jääde and director of Aqua Matters Pte Ltd, the brand has begun online sales in China, and looks to expand into other South East Asian markets and the Middle East.
“We believe that clean drinking water is a fundamental human right, and we are committed to making Finnish water accessible to a significant portion of the world’s population. Jääde’s target audience includes health-conscious individuals, families, and environmentally aware consumers who share our values, and appreciate the importance of high-quality water.
“At the moment, our main focus is on establishing presence in the Singapore market. We are open to global distributorship opportunities. By deploying both B2C and B2B strategies, we aim to build brand awareness, and connect with like-minded consumers and partners,” Poh told FoodNavigator-Asia.
For its B2C strategy, Jääde will primarily utilise digital channels for content marketing, social media engagement, and advertisements. It is also looking to partner with other eco-friendly and wellness-focused brands to expand its reach and impact.
“As a brand selling spring water from Finland, we are eager to be associated with the adventure and exploration space. While Finland is known for its outdoor activities and stunning natural landscapes, adventure can take different forms, such as the transformative experience of becoming new parents.
“We envision this connection to adventure and exploration to resonate with our target audience, reminding them that Jääde is a companion and enabler in their personal journeys.”
At the same time, the firm has identified key global trade shows to connect with potential distribution partners that possess the capability and expertise to help it reach target consumers in various markets.
In Singapore, its products are available on its website, and e-commerce platforms Shopee and Lazada.
Confidence in quality
Despite the cost-of-living crisis, Jääde believes that discerning local consumers are willing to invest in premium water, especially when it offers tangible health benefits and aligns with their environmental values.
“Singapore is a unique market with an emphasis on health, wellness, and sustainability. With that, there is a growing demand for high-quality, pure drinking water, and Jääde fits perfectly into this niche. It offers a significant opportunity for us to establish ourselves as a credible brand that delivers both product excellence and environmental responsibility,” Poh shared.
Sourced from the Salpausselkä ridges in Lahti, Finland, the water is said to be “naturally filtered”.
“Jääde draws only 1% of Lahti’s water, part of Finland’s water system, which is recognised by UNESCO as the world’s cleanest water source. The water is packaged in a state-of-the-art facility just 1.2km away from the source, ensuring that it remains unaltered.
“The quality and purity of the water provides consumers with a product that they can trust and feel good about.”
Additionally, the bag-in-box (BIB) packaging is made from 75% corrugated box and 53% renewable and recycled materials, saving up to 80% of raw material consumption compared to traditional PET bottles.
Besides a lower carbon footprint, the inner bag maintains product hygiene through a patented valve design that prevents air and bacterial intrusion, keeping the water fresh for up to 180 days after opening.
First launched in 5.1-litre BIB packaging, the brand recently released a 10-litre BIB version and will introduce the glass bottle format (750ml) this month.
It also plans to launch sparkling water in glass bottles by the end of 2024 and PurePak options (500ml and 330ml) in Q1 2025.
These options are aimed at offering more choices to suit diverse consumer needs.
