Singapore – Float Foods, the local home-grown foodtech startup, has tapped the services of dentsu Singapore to be its brand and digital strategy partner to aid the startup in the commercial launch of Asia’s first plant-based whole egg product, OnlyEg.
Through the appointment, dentsu Singapore will be responsible for developing the product’s go-to-market brand strategy, identity, design and launch campaign in Singapore in 2022.
Speaking about the startup launch in Singapore, Vinita Choolani, founder and CEO at Float Foods, said that the prime reason they aim with the launch is due to the fact that COVID-19 has highlighted a burgeoning food security problem, especially in Singapore, adding that they have identified a critical need for Singapore to plug that gap to ensure the long-term safety of our food ecosystem.
“Equally important, we recognized that it needed to be done in a clean and sustainable way that allowed people to eat healthily and economically. That was why Float Foods was born and our breakthrough plant-based whole egg protein product will be able to change the way eggs are consumed in Asian cultures where it is a key diet,” Choolani said.
She added, however, that any game-changing product and technology requires radical collaboration with partners who believe in it, further stating that it has therefore been important for them to work with investors and partners who appreciate the startup’s vision to advance Singapore’s food ecosystem.
“That is why dentsu Singapore is a clear choice for us as a partner for the launch of OnlyEg. Its appreciation of Float Foods’ longer-term value to the food landscape in Singapore, combined with dentsu’s capabilities in brand and digital strategy, was a strong proposition for us. We look forward to bringing this to launch together,” Choolani stated.
Meanwhile, Prakash Kamdar, CEO at dentsu Singapore, commented that their company’s commitment for being a force of good and growth is stemmed from their focus on helping businesses achieve good for growth, yet it is not every day that they get to work with a partner who is positively revolutionizing the landscape in which it operates in.
“As such, we are incredibly delighted to be able to support Float Foods in its go-to-market strategy and execution as it champions change in the way we manage food supply and security in Singapore while taking care of the environment. We are grateful for the confidence placed on our ability to bring our integrated thinking and capabilities to the table. Our team has a deep appreciation for Float Foods’ vision and principles, which will be applied in building a strong brand strategy that will help to successfully launch OnlyEg to the market once it is ready,” Kamdar concluded.
In overview, Float Foods has raised US$2.2m in seed funding and is collaborating with research and development agencies in Singapore to optimize OnlyEg for commercial readiness by 2022. The foodtech startup also plans to roll out more plant-based products in Singapore and the region in the next two years.
