Emily Chu’s Journey to Clean Eating and Creating Hey! Chips
Ms. Emily Chu, the visionary founder of Hey! Chips, traces her motivation to the bustling streets of Hong Kong where she grew up surrounded by snacks laden with chemicals and processed ingredients. Having moved to Singapore, she became increasingly aware of the pervasive presence of highly processed products in the market, prompting her to reflect on her own upbringing.
Her transformative journey took a significant turn when she relocated to New Zealand for work and pursued an MBA. In this fresh environment, she discovered a distinct food culture where people prioritised real, unprocessed food. The contrast between the thriving fast-food chains in most cities and the nearly deserted ones in New Zealand fascinated her. Emily observed a conscious choice for healthier eating habits, with an abundance of fresh produce and a preference for home-cooked meals.
Intrigued by the positive impact on her own health, Emily experienced a reduction in ailments like asthma after embracing a cleaner, healthier diet. Motivated by this personal transformation, she envisioned bringing the concept of clean eating back to Singapore.
Diving into the challenges of establishing Hey! Chips, Emily reflects on the early days marked by limited funds and a bootstrap startup ethos. The company’s inception relied on a combination of Emily’s personal savings and contributions from friends and family. Crafting a snack that stood apart from traditional FMCG products posed a unique hurdle, requiring extensive education to reshape consumer perceptions.
The financial constraints compelled the team to navigate every step cautiously. Unlike larger competitors, Hey! Chips couldn’t afford extravagant expenditures on celebrity endorsements or high-profile events. Each decision carried significant weight, as a misstep could have severe consequences for the fledgling venture. Emily’s resourceful approach and calculated moves became crucial in steering Hey! Chips through the intricate landscape of the snack industry.
Hey! Chips – A Trailblazer in Clean Snacking and Tech-Forward Innovation
Hey! Chips stands out in the competitive snack industry through its unique commitment to clean ingredients, a distinction so pronounced that it lacks a standardised product code for export. Ms. Emily Chu highlighted the rarity of competitors dealing exclusively with whole, unaltered ingredients, a hallmark of Hey! Chips’ approach to crafting healthier snack alternatives.
The first notable factor that sets Hey! Chips apart is its dedication to ingredient honesty. While other companies lean on flavourings and sugar to mask inferior produce, Hey! Chips takes a bold stance against such practices, resulting in a product that, though pricier, aims to offer discerning consumers a transparent and quality snacking option.
A second distinguishing factor lies in the startup culture embedded within Hey! Chips. In an industry often associated with low-tech approaches, the company embraces digital tools and technological advancements to enhance its operations. This adaptability, particularly evident during the COVID-19 period, positions Hey! Chips at the forefront of a new era in the food industry.
As Hey! Chips continues to challenge the status quo, its third differentiator emerges—the ability to attract talent globally.