For the firm, this means the need to offer diverse, good quality options, and to be transparent about its coffee-making processes.
“In Asia, we are witnessing a surge in the popularity of specialty coffee. Consumers are becoming more discerning and adventurous, seeking unique and high-quality coffee experiences. Also, in the current digital age, the easy access to knowledge fuels a growing interest in coffee craft and increases the need for transparency,” says Clarissa Choo, Brand Director at Huggs Coffee.
The firm operates via multiple retail channels such as NTUC FairPrice, its own physical outlets and online store, and partnerships with delivery platforms like Lazada and Food Panda.
“This omnichannel approach allows us to reach a wider audience and provide convenience to our customers, whether they prefer to visit our cafes or enjoy our coffee at home, or have it on the go,” said Choo as she mentioned Huggs recently launched a canned filtered coffee with its signature K Blend in the earlier part of 2024.
Priced at SGD 32 (USD 24) for a pack of six, the canned version caters to the growing demand for convenience, allowing consumers to enjoy barista-style coffee anytime.
As the convenience of enjoying specialty coffee at home has become a vital part of the coffee culture, Huggs offers other individually packed exotic blends from coffee-growing regions around the world.
Additionally, consumers are seeking complex, nuanced flavours and quality beans that are harvested at higher altitudes – features that offer unique taste experiences, which they typically cannot get from commercial-grade coffees.
The K Blend, for example, caters to those who prefer a fruity profile. It is a fusion of Kyoho grapes, sweet custard apples, and roasted nuts, with a medium dark chocolate finish. The sources of ingredients, as well as the roasting process, are clearly stated on pack.
The arabica beans are sourced from Papua New Guinea and Brazil, harvested at 1,400–1,900 metres above sea level (MASL), and processed via carbonic maceration and pulped natural methods.
Single origin selections are also favoured for offerings of unique taste experience.
“[Our] Single Origin selections highlight the distinct flavours of beans from specific regions. For example, each sip of the Papua New Guinea gives profiles of stewed pineapples and guava acidity whereas Ethiopia Sidama gives notes of osmanthus, lemongrass, and starfruit acidity,” said Choo.
For those who watch their caffeine intake, Columbian beans processed via sugarcane decaffeination, which removes caffeine while maintaining the natural sweetness of beans.
To boost its profile as a sustainable firm, Huggs has also introduced oat-based coffee into its menu.
“This shift is designed to meet the evolving preferences of our health-conscious and environmentally aware customers. The oat milk we use has no trans fats, lactose, gums or emulsifiers, and uses 70% less emissions, 90% less water, and 90% less land use compared to dairy milk,” said Choo.
“We also work closely with cooperatives to ensure our beans are sourced responsibly, allowing coffee communities to thrive ethically and sustainably.”
The firm is considering partnerships and franchising opportunities to further its reach. It is also exploring opportunities in neighbouring regions, where speciality coffee is getting increasingly popular.
