Durians are known to be one of the most controversial fruits out there. Its different stench can make your mouth water, or cause others to stick; it depends on who you ask.
yellow products he wants to make the fruit more accessible to everyone, without the hassle of opening the shell and its lingering odors on his hands. They can do this by turning Musang Kings (MK) into a durian puree packaged in a small tub, to be eaten like ice cream.
2/3 of their team doesn’t like fruit
The starting point for this venture was the coffee between Cynthia, Roxanne and Samuel. Roxanne and Samuel discovered that Cynthia’s family worked in the durian plantations business, which focuses primarily on premium products and exports the fruits overseas.
Learning this, they danced around the idea of starting a new brand to serve the local market. Its main goal was to provide the best durian experience in a consistent and convenient way.
To differentiate their business from other durian vendors, they chose to focus on subsequent operations, starting with durian puree. Its product makes the experience of enjoying durians accessible all year round with consistency in its taste, which on the other hand is volatile depending on weather conditions.
In addition, the puree can also be used in desserts, including cakes, ice cream, custard, moon cakes, among other things.
“Cynthia and Samuel don’t even eat durian,” his team told Vulcan Post. “Despite this, we are still in the durian industry as we see the great potential of durian as the king of fruit, both locally and internationally.”
Durian in a tub
The durian industry ready to eat in Malaysia is not new as there are brands like this BB Durian they also sell frozen durian products. However, the co-founders noted that it is less common to find players selling durian puree on the market, so they opted to launch Durian Musang puree as a first product.
What makes it durian is nice to me comes from its texture. In addition to the creaminess of the meat and sometimes fleshy, the chewable pieces of skin constitute its indulgence. This texture is something the yellowstuffs team has made sure to preserve the puree.
“Finding balance is key. Musang Durian puree is creamy, but at the same time we can keep the aroma and flavor of MK in our puree, ”they described.
“You can feel the pieces of skin and durian meat as the puree is made of durian meat. Basically, eating the puree is like eating the real durian ”.
The brand’s product can be eaten as an ice cream and some of its customers have also used it in smoothies, as a spread on bread and as an ingredient for baking. 4 tubs of puree of yellow products for a total of 320 g cost 90 RM.
“It was a hell of a trip.”
Of the team of three, Cynthia is the only one working on full-time yellow products, while Roxanne and Samuel have daily jobs as a banker and investment banker, respectively. Working late into the night and on weekends is an opportunity for the team to make it work by covering and intervening when the other can’t.
Launching yellow products in April 2021, they noted that lack of knowledge of online selling was one of their biggest hurdles. “It was a hell of a trip,” the team stated.
Seeing that durian puree is not common in the market, gaining the trust of customers did not come easily. However, the team was able to do this by educating their fans about the ingredients in their product, how it is made and its brand which is fun and vibrant.
Coming directly from Cynthia’s family farm, durian meat is peeled and mixed into a thick paste. The equipment will manually remove any impurities, such as unmixed durian skins and roots, before vigorously turning them into a paste until smooth and creamy.
Without added preservatives or dyes, the products are made in small batches of 200 tubs at a time. With a shelf life of 12 months, customers are advised to store the purees in the freezer at all times to keep them fresh.
A continuous demand for durian
Two months later, the Yellowstuffs team reported that it has sold about 700 boxes (each with 4 tubs each) and that the business is running financially well.
Focusing on reaching more customers for now, they are working with resellers to help drive their products, before moving to the B2B market to target cafes and bakeries.
“Over the next twelve months, our plan is to retain all of our profits by investing in our brand, such as increasing brand awareness, R&D for new products, investing in storage systems, buying machines and more. initiatives to better serve all our durian lovers, ”the team hoped.
In 3 years, they hope to export their durian products to the world market by partnering with bakeries, vendors and attending exhibitions abroad once possible.
- You can learn more about yellow products here.
- You can read about other Malaysian startups we have presented here.
Featured Image Credit: (from left to right) Roxanne, Cynthia and Samuel, co-founders of yellow products