in

Dodo and Crusty’s go smaller and healthier with new snacks

Dodo and Crusty’s go smaller and healthier with new snacks

Thong Siek Global, the company that owns well-known seafood brand Dodo and holds majority stake in Crusty’s, is adjusting its innovation playbook to better meet evolving consumer demands – from portion-conscious Gen Z snacking to parent-approved children’s foods.

Smaller packs for wellness appealCrusty’s, a home-grown snack brand, is known for its bold flavoured fish skin and surimi-based crabstick chips.

Now, the firm is setting its sights on packaging formats as a new avenue for growth.

“Currently each Crusty’s pack is 80 grams, but we’re aiming to introduce a 50-gram version. We’re still discussing this with our partners, so nothing is confirmed yet,” said Julia Lee, Thong Siek Global’s marketing executive.

“We’re considering this direction because smaller packaging is not just about convenience, but also aligns with growing health awareness and portion control, especially among younger consumers.”

The product line includes crowd-pleasing flavours such as salted egg, truffle, tom yum, and mala – flavours that continue to resonate with local consumers, particularly millennials and Gen Z.

While flavour innovation helped build initial interest, the team recognises that format and lifestyle alignment are increasingly important.

This is because people still want indulgent snacks, but in more manageable sizes that fit busy routines and wellness goals, and the firm is responding to that shift.

Balancing novelty and nostalgiaCrusty’s 2024 launch of the fish skin and surimi snacks was tied to the release of Despicable Me 4, complete with Minions-themed packaging. While the collaboration was expected to drive excitement, the response fell short of expectations.

Lee shared that the Despicable Me tie-in did not land as well as the team hoped.

This could be a sign that character branding is no longer a guaranteed success, especially with today’s fragmented media landscape and changing youth preferences.

However, the firm remains optimistic about future licensing efforts, especially those tied to its more established frozen food portfolio under Dodo.

Frozen foods with a healthier twistBeyond ambient snacks, Thong Siek Global is also expanding its range of kid-friendly frozen offerings. Set to launch later this year, Dodo’s upcoming Disney-themed fish cakes and waffles are designed with both children and parents in mind.

“These fish cakes will feature familiar characters like Winnie the Pooh and Mickey Mouse, and are made with lower sodium content, making them more suitable for children,” Lee said.

The Mickey-shaped waffles will target the breakfast segment, providing a convenient and recognisable format for families.

Both products fall under the ready-to-eat and ready-to-cook categories, a strategic move to capture time-pressed households looking for fuss-free, nutritious options.

This aligns with parents’ concerns, since they are increasingly looking for products that are fun and functional – something their kids will enjoy, but that also meets their own expectations around health and nutrition, explained Lee.

Testing locally before scalingWhile Dodo exports to over 30 countries, the newer lines – particularly Crusty’s and the upcoming Disney launches – are currently focused on the Singapore market.

“We want to build a stronger base locally before expanding overseas. The competition is stiff in the snack category. This is especially so for Crusty’s, which isn’t yet a household name,” Lee acknowledged.

“However, we’re open to overseas distribution if the right opportunities arise.”

With shifting consumer behaviours and rising expectations around both indulgence and health, Thong Siek Global is betting on flexibility – in both product formats and brand strategy – to stay relevant in an increasingly crowded market.

Report

What do you think?

Newbie

Written by Mr Viral

Leave a Reply

Your email address will not be published. Required fields are marked *

GIPHY App Key not set. Please check settings

65525

MILO at 75: Exclusive behind-the-scenes look at iconic Nestlé brand

MILO at 75: Exclusive behind-the-scenes look at iconic Nestlé brand

Barcelona busca reducir la contaminación acústica con la IA

Barcelona busca reducir la contaminación acústica con la IA