Established in 2021, the firm is aiming to establish a tripartite model that brings together sustainability sponsors, F&B partners, and consumers to reduce plastic waste.
According to the World Economic Forum, six of the 10 highest plastic-polluting countries are in Southeast Asia.
“In Singapore alone, we throw away 500 million units of disposable cutlery items,” said Crunch Cutlery co-founder Anna Lam.
“However, we believe that Singapore and Asia are becoming increasingly aware of the importance of sustainability and are actively seeking eco-friendly solutions. Governments are setting ambitious goals to reduce waste and promote sustainable practices, and many businesses and individuals are following suit.
“In terms of demographics, we see a strong interest from the millennial and Gen Z population, who are more aware of environmental issues and are actively seeking eco-friendly solutions. Additionally, we see a growing interest from the food and beverage industry as they look for ways to reduce waste and appeal to environmentally conscious consumers.”
To deal with the problem of using single-use disposable plastic, the firm hopes to partner with sustainability-focused organisations who are looking to promote their brand and message while also contributing to a more sustainable future.
These sponsors pay to have their branding featured on Crunch Cutlery products, which are then passed to F&B partners at no charge. In return, the F&B partners will use them in place of disposable plastic cutlery.
This will help raise awareness about sustainability among consumers who dine at these F&B outlets.
While it does not have such tripartite arrangements at this point, the firm has partnered with various organisations to promote sustainable eating practices.
For instance, customers using DBS Bank credit cards to purchase its cutlery get a discount.
It has also introduced seasonal bundle offers with Yolé’s yoghurt and Oatly’s oat milk, aligning with the theme of healthy eating to attract consumers.
Appealing to consumers
It is crucial to engage consumers as their choices directly influence market demand. By driving consumer adoption, businesses can accelerate the shift toward eco-friendly alternatives, leading to a tangible reduction in plastic waste.
Hence, the firm regularly conducts market research, which include online surveys, focus groups, and taste tests. This has led to the development of a diverse range of sweet and savoury flavours, such as strawberry, caramel, tomato, and the upcoming vegan cheese, to appeal to a wider customer base.
The edible spoons are made up of ingredients sourced from Singapore, India, and Indonesia. They include superfoods like chia seeds and flaxseeds for a fibre boost, and healthy flours like buckwheat and jowar are added to improve overall nutrition.
“We believe that being nutritious and delicious are important factors in appealing to the Asian consumer. By incorporating healthy ingredients and experimenting with flavours, we aim to create a product that is both enjoyable and beneficial,” said Lam.
The firm is also exploring new shapes and designs, including options like sporks and bowl-spoon combinations, to enhance functionality and appeal. It is also looking to produce edible cutlery that can be used for a wider range of foods, such as soups and stews.
“We understand that consumers appreciate variety and novelty, and we want to provide them with a range of options that are both functional and aesthetically pleasing,” said Lam.
To reach more consumers, the firm has been working on sustainable expansion plans in collaboration with their overseas partners.
Expanding beyond Singapore
In 2022, the firm successfully shipped its products to China via its logistics partner. It also conducted a trial purchase with a third-party distributor in the Netherlands.
This experience made Lam realise that it was more practical to pivot to a satellite manufacturing model, as long-distance transportation meant higher risks of breakage and spoilage.
Instead of shipping out from a centralised production location, the firm plans to ship compact machinery to local sites, enabling on-site production of its edible cutlery. This method reduces transportation emissions, packaging waste, and ensures fresher products.
The firm recently unveiled its new compact machine at the Speciality Food & Drinks Asia (SFDA) 2024, held at the Sands Expo & Convention Centre in Singapore from 26 to 28 June. This fully automated, end-to-end system for producing edible cutlery measures approximately one meter across and stands at less than two metres tall.
“By focusing on exporting our manufacturing capabilities rather than finished products, we're working towards a more environmentally friendly and economically viable business model that can scale globally while maintaining our core sustainability principles,” said Lam.
As the cutleries are made in Singapore, the production costs are relatively high compared to other countries with lower labour and production costs. This can make it difficult to price the products competitively, especially when compared to cheaper, non-edible alternatives.
The use of automation and technology, such as its new compact automated machine, will help to improve efficiency and reduce labour costs.
The firm takes orders online, with eight pieces of edible cutlery selling for SGD17.90 (USD 13.50).
However, it is currently focusing on B2B orders to build a stable foundation in this emerging category before expanding its B2C operations next year.
