The recent trend of veganism has seen restaurants like Superfoods La Juiceria other Great saigon Collaborating with Beyond the meat, a Los Angeles company that supplies plant-based meat substitutes, to offer “meat-free” alternatives in their dishes.
Then there is KFC Zero Chicken Burger, which was released in early 2021. Although it was halal certified, the protein alternative was neither vegan nor vegetarian, as it was fried in the same oil as other chicken products anyway.
But aside from that, what these point out is that perhaps Malaysians have become more receptive to meatless options, whether they are practicing vegans or simply enjoy meatless foods and products from time to time.
Taking advantage of this trend is Vickedgood, which has chosen to position itself as a manufacturer of vegan products, especially in the pastry line.
It is not your first rodeo
Founded by 3 serial entrepreneurs, Sita, Sheila and Sonia have run their own business ventures independently before VickedGood.
Sita, who is also a vegetarian, has been in the food and beverage industry for 7 years and has 2 cafes in Cameron Highlands under her name. Sheila made a career change from IT to take a Cordon Bleu Patisserie course in early 2011 and opened a bakery in 2014. Meanwhile, Sonia was in the gift industry supplying merchandise to local corporate businesses.
Co-founders Sonia, Sita and Sheila / Image Credit: VickedGood
They got together over lunch late last year for a sharing session, which eventually led to the VickedGood ideation in November 2020. As Sita and Sheila have served customers who had requested vegan alternatives in their cakes, it gave them the confidence. to operate. this adventure.
“In fact, there are many places that offer vegan products, but there doesn’t seem to be a single source for the various vegan products out there. Whatever vegan you are looking for, you have to find a different source and, for us, we wanted to make it easier for people to find what they are looking for, in one ceiling, ”Sheila explained.
“We can not do everythingBut we can do a lot in our facilities to meet the growing demand for vegan food. “
Therefore, VickedGood officially launched its production facilities in March 2021.
Incorporating alternative ingredients
Creating vegan baked goods requires a number of alternative ingredients for the product to be absolutely plant-based. While fats like butter can easily be substituted for coconut oil or lard, the team noted that many technical issues plague their vegan baking process.
“For example, the fat and moisture content is different in plant-based food sources. Therefore, direct ingredient substitution to ‘veganize’ a particular recipe does not always work. It requires repeated R&D based on principles. of food science, “they told the Vulcan Post.
Vanilla Biscuit Cupcakes / Image Credit: VickedGood
Whenever possible, the team tries to make everything from scratch, including their ingredient substitutes. “For example, many vegan recipes call for yogurt as an ingredient, which we have formulated and also sell in grocery stores like Qra,” shared the founders.
The VickedGood website currently lacks proper descriptions about its products and still displays dummy text on certain pages. This is something the team would have to fix as they grow, because those who run into them may not make purchases when they cannot find better information about the products.
At the moment, the only way to find the full menu is in the Facebook page, which lists a variety of vegan cakes, cookies, granola, spreads, and various types of bread.
Another coffee wouldn’t cut it
The startup’s business model focuses on selling its products to the B2B segment, being a provider of coffee shops, grocery stores and the like. But they are not excluding the consumer market yet.
“What we have done is a small hybrid model: focus on B2B to reach a larger customer base, with a small element of B2C to serve customers who live nearby and are looking for tasty, healthy, reduced (or no) sugar offerings for themselves, their families and friends, ”Sheila said.
Vegan Granola, Nut Mix and Cookies / Image Credit: VickedGood
It’s an approach that should benefit the team as wholesaling to businesses provides a more stable revenue stream for VickedGood as they would fulfill larger orders at once, as opposed to smaller orders from a customer.
Sonia also noted that vegan restaurants have multiplied over the years, to her benefit. Some of the ones I have sponsored include Sala and Veggielicious Thai, both located at PJ. He added: “We realized there was a ‘hole’ in the B2B market. VickedGood decided it was time to take on that challenge and invested in what it took to make it happen! “
Just 5 months after the start of the company, VickedGood has stored its vegan yogurts in the supermarket Qraand supplies nut butter to the social enterprise The Spread Project. Their breads are used in PB Health food packages, which are prepared by our former interviewee, D’Vegan Academy Chef Dave, while his granola is sold in a couple of drugstores.
The founders are currently in discussions with more specialty food stores and pharmacies to partner with. Soon, they hope to expand their supply to East Malaysia, Vietnam, Maldives and Singapore.
In the Malaysian market, at least, veganism has not yet grown enough that there is a familiar brand for such products. This gives VickedGood the opportunity to climb and establish himself as such a player.
Vegans may be your main target market for now, but if your R&D can produce vegan food with flavors that appeal to non-vegans, this will open the door to your Total Addressable Market (TAM).
- You can learn more about Vicked Good here.
- You can read about more F&B startups we’ve covered here.
Featured Image Credit: VickedGood