IRVINS

The brand journey of IRVINS started when Irvin Gunawan opened his first restaurant in Singapore and became famously known for its signature salted egg crab dish in 2008. Working with his team of renowned chefs, Irvin experimented and crafted new and unique dishes, when the second restaurant location didn’t do well. After hundreds of hours innovating, the Salted Egg Fish Skin and Salted Egg Potato Chips were born and the rest is history.

Since their launch, IRVINS has expanded beyond its range of salted egg snacks, from potato chips to fish skin. From an F&B restaurant to modern CPG start up, the brand continues to craft the world’s most Dangerously Addictive™ taste by coming up with flavours beyond salted egg and stepping out of its snack comfort zone with offerings like instant noodle.

“Being in Singapore gave me access to premium ingredients and the skilled manpower IRVINS needed to create quality industry-standard products. Along with our local innovative team, I am able to continue deliver the company’s promise – to formulate and deliver the world’s most Dangerously Addictive™ taste in our restaurant-quality packaged food creations, collaborate with new partners and further scale the business.”

- Mr Irvin Gunawan, Founder and CEO of IRVINS

IRVINS also boasts a strong intangible asset portfolio. IRVINS’ distinctive sign is a registered trade mark in Singapore, and the #DangerouslyAddictive salted egg flavour formula is a protected trade secret behind the unique flavours of the brand. Leveraging its brand, IRVINS has also actively sought out blue ocean market spaces, offering salted egg snacks in markets where consumers are not familiar with the salted egg flavour.

They have rapidly expanded overseas and now operate in 15 markets including the United States, Canada, Australia, China and many more. Further, the brand has also collaborated with multiple partners to gain market share. In the western market, their products are distributed across large retailers such as Hmart, Ranch 99, Weee! and Yamibuy.

Find out more at www.eatirvins.sg