‘New flavours, more fun’: Singapore juice brand WOLF + WALD fusing premiumisation and affordability for success

By Si Ying Thian

- Last updated on GMT

WOLF + WALD combines premiumisation and affordability for success © WOLF + WALD
WOLF + WALD combines premiumisation and affordability for success © WOLF + WALD

Related tags Juice Fruit juice beverage Organic

Singapore organic juice brand WOLF + WALD says ‘affordable premiumisation’ is key to driving sales as it innovates with flavours ‘almost unheard of’ in the region.

Its organic juices come from small-holder orchards in Franconia, Germany, and packaged in wine glass bottles.

Its founder Ernany Jasmin was previously based in Berlin, Germany, and involved in distributing for various F&B brands in Europe.

Speaking to FoodNavigator-Asia​, Jasmin said that she wanted to give Singaporeans an alternative of natural juices with flavours “almost unheard of and found in our [South East Asian] climate​,” such as aronia berries.

She is especially keen to break the stereotype of juice only being consumed in the morning or for detoxes. For example, the firm has collaborated with several high-end bars in Singapore to incorporate its juices into mocktails.

Its juice range spans both still and sparkling options; and in tart cherry, blackcurrant, apple, aronia, elderberry and elderflower flavours.

In terms of its wine glass bottle packaging, Jasmin roped in independent creatives to produce a minimalist design for its labels and explained that it wanted to make it appealing for gifting, and for consumers to opt for a healthier option instead of alcohol.

Costing USD $7.50 (SGD $10) for a 750 ml bottle and USD $4.50 (SGD $6) for a 350 ml bottle, Jasmin said she hopes it can be an affordable premium product for consumers.

I want people with a slightly smaller household budget to also be able to try and give this to their families. Living healthy is a choice. If you have the budget, just allocate one time or some budget on our juices.”

She said it estimates about 60 to 70% of its sales coming from Singaporeans, with the remaining from expat consumers.

Succeeding in the local market

WOLF + WALD is available on its website for domestic shipping, and in major premium supermarkets in Singapore, such as Fairprice Finest, Ryan’s Grocer and Sasha’s Fine Foods.

Jasmin said that profits are “steadily increasing”​ and is optimistic that its business will grow by 10% yearly. She explained that market growth is mainly driven by the rising demand for sustainable products and increasingly knowledgeable consumers making the effort to find out what is on the label.

In terms of local marketing, Jasmin said that influencer marketing played a key role in raising brand awareness.

Distribution side business

Capitalising on Jasmin’s previous distribution experience, WOLF + WALD is also distributing for 21 other local and European independent food and beverage brands on its website.

Jasmin said that its brand has emerged into an “unintended supermarket​” as customers and fellow entrepreneurs alike have asked for a supply of premium and organic goods for the local Singaporean market.

 “Our principles are natural products and independent entrepreneurs or founders. We have some brands that are big in other continents like Europe. We are one of the firsts to go through this and so far, we have several Finnish brands coming to us.”

The brand is eyeing at the growing middle class and young consumers in South East Asia who are increasingly more health conscious.

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