Hue turns science-backed temper snacks into enjoyable treats

Hue went viral for its popping boba dietary supplements & is now in 4 markets

Have you ever ever truly loved taking a complement?

For most individuals, dietary supplements are one thing you tolerate reasonably than savour. They hardly ever style good, and most of the time, you are taking them merely since you really feel it is best to.

However homegrown snack model Hue is making an attempt to alter that notion. It combines science-backed, pure substances into dietary supplements meant to assist temper, supplied in codecs equivalent to popping boba and gummies.

The merchandise can be found in mouth-watering flavors like Osmanthus Oolong, Peach Inexperienced Tea, and Passionfruit Tiramisu—what the staff describes as a “wholesome compromise” that goals to carry moods whereas nonetheless feeling like a deal with.

Hue is the brainchild of Singapore-based analysis and venture-building agency Delightex. We spoke to the enterprise’s CEO, Sophian Abdul Rahman, 50, and Hue’s model lead, Shaneika Ong, 28, to seek out out extra in regards to the model and its merchandise.

Fixing challenges in temper wellness & psychological well being

Lengthy earlier than beginning Hue, Delightex, based in 2019, had been extensively researching botanicals and herbs. They noticed potential in utilizing them to unravel challenges in temper wellness and psychological well being.

This work culminated of their first enterprise, Mudo Labs, launched in 2023. Mudo Labs focuses on “aromachology”—a mixture of aromatherapy and psychology—and consists of merchandise equivalent to an inhaler machine infused with mood-enhancing herbs, focused at extremely pressured working adults.

After seeing what Sophian described as “promising outcomes” from Mudo Labs, the staff started exploring how temper wellness might translate into totally different codecs.

In late Dec 2023, they began conceptualising Hue, conducting focus group research with as much as 28 contributors to check early prototypes and gauge public reception of the concept of a mood-elevating snack.

Inspired by the early suggestions, Hue formally launched in Jul 2024. Not like Mudo Labs’ inhaler-based strategy, Hue was designed as a snackable model—one that matches naturally into on a regular basis routines. With society changing into more and more fast-paced and conversations round psychological well-being rising louder, Hue turned Delightex’s subsequent experiment in making temper wellness extra accessible.

The timing was intentional, too. The launch coincided with a rising wellness market: in Singapore alone, it’s estimated to be price US$18.8 billion this 12 months.

Hue makes use of medicinal botanicals & leverages conventional practices like TCM

One have a look at Hue’s packaging and also you’ll instantly discover its shiny, colourful aesthetic. Shaneika shared that Hue is supposed to brighten the mundaneness of on a regular basis life, therefore its vibrant colors, however beneath that cheerful exterior, nonetheless, is a research-heavy basis.

The corporate operates a worldwide analysis community spanning the Philippines, Malaysia, Singapore, the US, and Japan, targeted on creating and frequently refining Hue’s merchandise.

A few of the energetic substances utilized by the model embrace medicinal botanicals equivalent to tiger milk mushroom from Malaysia and black carrot leaf from Okinawa, Japan. The staff additionally attracts on conventional practices like Conventional Chinese language Drugs, Jamu, and Ayurveda in formulating its temper merchandise.

Based on Sophian, Delightex’s analysis has resulted in 14 scientific publications up to now. These research assist the efficacy of the botanicals, exhibiting their potential to spice up “completely happy hormones” equivalent to serotonin and dopamine, or cut back cortisol (the physique’s most important stress hormone) ranges—finally contributing to improved temper.

At present, Hue presents three codecs: chew (gummies with liquid filling), pop (comfortable chewy pearls with liquid filling), and burst (popping boba with liquid filling). The chews and bursts are manufactured in Taiwan, whereas the pops are produced in Japan.

Throughout these codecs, Hue’s merchandise are categorised into 4 useful functions: calming, uplifting, energising and fulfilling—every designed to suit seamlessly into on a regular basis routines.

“Let’s say each morning I come to work, each time I really feel pressured, I can simply take a chew. It’s like a five-minute recourse, the place I can go someplace else in my thoughts after which come again,” Shaneika stated.

Going viral

From the outset, Hue was designed with Gen Z in thoughts—a demographic Delightex believes locations robust emphasis on psychological wellbeing amid mounting societal pressures and is continually looking for options to assist their psychological wellness.

To achieve its audience, the model additionally launched on TikTok Store after beginning their model web site, utilizing shoppable movies and livestreams to interact and educate Gen Z shoppers.

The technique paid off, with the model going viral early on. Its comparatively accessible pricing—beginning at S$8.90 per field—additionally helped.

Over time, and in response to buyer requests, Hue expanded to Shopee early this 12 months. Past Singapore, this 12 months, the model entered Malaysia in Apr and Taiwan in Jun, earlier than transferring into Hong Kong in Nov. Like Singapore, the model sells its merchandise on-line in these markets.

Curiously, Gen Z isn’t Hue’s solely viewers. The staff additionally observed that folks have been buying Hue merchandise for his or her kids. Based on the enterprise’s web site, the snacks are protected for shoppers aged three and above.

Loads of shoppers have additionally bought Hue’s merchandise as presents for his or her family members.

Over time, buyer suggestions has formed product growth. In response, Hue progressively launched sugar-free and vegan choices for a few of its choices.

“It’s essential that we maintain reiterating as a startup,” Sophian emphasised.

Studying to talk Gen Z

As a younger startup, certainly one of Hue’s greatest challenges has been schooling. “There will probably be loads of scepticism for a brand new idea and product,” Sophian shared. “Every part is new, so it’s a bit difficult—however we’re not giving up.”

Within the course of of teaching shoppers, nonetheless, Shaneika famous that the Gen Z don’t reply properly to being lectured. “What we realised is that Gen Z doesn’t actually like us to sit down down and inform them issues,” she stated.

Thus, Hue has leaned into traits, humour, and vibrant visuals to speak its message in ways in which really feel natural reasonably than tutorial.

The model has additionally prolonged its messaging into offline areas, together with commercials on MRT trains aimed toward younger working adults.

Whereas acknowledging {that a} small group of customers might not expertise the identical results, she stated suggestions has been largely optimistic, and the staff stays open to constructive criticism because it continues to refine its choices.

Speedy development and offline experiments

Since its launch, Hue has hit a number of notable milestones. Based on Shaneika, Hue recorded near 500% development in gross sales this 12 months in comparison with 2024 (although it needs to be famous that the comparability covers solely a partial 12 months following the model’s launch in July 2024). Sophian stated this surge has validated Hue’s market acceptance, one thing the staff could be very pleased with.

“One standout product—the uplifting pop—even offered out twice inside a month of restocking throughout all platforms,” Shaneika added.

Hue has additionally been actively bridging the hole between on-line and offline engagement by way of collaborations. One instance is a partnership with I Love Taimei, a bubble tea chain in Singapore with a equally younger buyer base.

Earlier this month, Hue’s staff was current at a number of Taimei shops, partaking clients ready for his or her drinks by way of video games and giveaways, distributing vouchers, and introducing the model’s ethos alongside its product line.

One other milestone for the model is its retail presence at SGFR, a viral sweet retailer that now shares Hue snacks throughout a number of places in Singapore.

Hue has additionally partnered with The First Fruits, a fruit gifting enterprise, to create customised present packing containers that includes merchandise from each manufacturers.

Past collaborations, Hue has maintained a presence at meals commerce reveals equivalent to VitaFoods Thailand and FHA–Meals & Beverage this 12 months, utilizing these platforms to interact worldwide clients and trade gamers in individual.

What’s subsequent for Hue

Wanting forward, Shaneika revealed that Hue is exploring a savoury providing, with a brand new launch deliberate for early 2026. This is available in response to rising buyer calls for for non-sweet choices.

As for recommendation to different founders who search to unravel novel issues, Sophian stored it simple.

“The factor is, you simply must imagine in what you’re doing,” he stated. “For us, we imagine on this thought of temper wellness. We imagine within the merchandise that we’re promoting.”

There’ll at all times be skeptics, questions, and doubts, he added. However staying true to that perception is what finally results in progress.

“Should you keep true to what you imagine in, you’ll begin to see some trickle success—after which increasingly.”

• Discover out extra about Hue right here.
• Learn different articles we’ve written on Singaporean companies right here.

Featured Picture Credit score: Hue