Super superfoods: Doki Doki ticks all the health and wellness boxes in bid to conquer APAC market

By Pearly Neo contact

- Last updated on GMT

Singaporean start-up Doki Doki is bang on board with current health and wellness trends as it it targets opportunities in the Asia Pacific market. ©Doki Doki
Singaporean start-up Doki Doki is bang on board with current health and wellness trends as it it targets opportunities in the Asia Pacific market. ©Doki Doki

Related tags: superfood, start-up, APAC, Health and wellness

Singaporean start-up Doki Doki is bang on board with current health and wellness trends as it it targets opportunities in the Asia Pacific market – with its superfood puree product being dairy-free, gluten-free, vegan and containing no artificial additives.

“We also make sure to use locally sourced tropical fruits direct-from-farm so we can make it sustainable for the farmers we work with, and only use natural sugars like stevia or sugarcane juice, avoiding artificial food flavouring or colouring altogether,”​ said Doki Doki co-founder and CEO, Alex Goh.

“We are now also working on halal certification as we see a lot of interest from Middle East markets.”

Doki Doki’s main objective is to empower customers to easily create great-tasting, super-nutritious superfood juices and recipes to provide delicious nutrition on-the-go.

“Our main target audience is the typical busy but health conscious office worker,” ​added Goh.

“Right now the focus is in the APAC region. Our products are currently available in Singapore, as well as Vietnam, where our production factories are located.”

“We’re aiming to enter Australia, Korea, Japan, China and Hong Kong some time next year.”

The use of puree versus powder

Most superfood products on the market today are sold in powder form, which makes Doki Doki’s puree-in-a-pouch offering somewhat more unique.

“A lot of instant superfood products come in powders and tend to taste artificial, so we focused on convenience without compromising on quality and taste,”​ said Goh.

“Each pouch is filled with tropical fruits sourced direct-from-farm [that are mostly] fruits that are difficult to juice on your own, like dragonfruit, passionfruit and even soursop."

“Peeling, cutting and juicing these fruits at home would take a lot of time, but with our purees, only minutes are needed for preparation.”

Superfood controversy

Superfoods are nutrient-rich foods considered to be especially beneficial for health and well-being.

“[We are seeing demand] for more authentic superfood products [and reacted accordingly],”​ said Goh.

“As an example, the Brazilian berry camu camu contains 2145 milligrams of Vitamin C and is said to be one of the highest Vitamin C rich food in the world, [and we are] also offering pure camu camu powder.”

In response to comments describing superfoods as ‘mere viral trends’ or ‘sales drivers’, Goh said: “Research has shown that superfoods like chia seeds are the richest plant source of omega-3 fatty acids, so the argument can’t be about whether these foods are nutritious enough."

“Rather, a lot of other brands are just using the superfood label to push their 3 products when they are just using filler ingredients or artificial flavouring to sell chocolates or acai bowls.

“I personally believe that our product works to supplement and improve the average office worker’s diet, not to replace it.”

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