'Pure naked goodness': Singapore brand Udders seeks to bring wellness trend to ice cream

By Pearly Neo

- Last updated on GMT

What is health and wellness in ice cream? Nuude thinks it's found the answer. ©Pexels
What is health and wellness in ice cream? Nuude thinks it's found the answer. ©Pexels

Related tags Ice cream Singapore wellness

Iconic Singapore ice cream brand Udders is looking to conquer the health and wellness market with its new healthy ice cream range: Nuude.

The firm claims the new brand is ‘natural, fresh, and clean label​’.

“With recent trends towards healthier living, we wanted to use our expertise and creativity to develop a new range of lower-sugar and lower-calorie ice creams for a different segment of customers, who are health-conscious and more deliberate about food choices,”​ said Wong Peck Lin,
Udders Founder and Chief Milkmaid.

 “Nuude is about … naked goodness. In fact, that is the tagline we have chosen for the brand. It describes going back to using simple, basic, clean, natural ingredients for a pure-tasting product, with no artificiality and no nasties.

“We want Nuude to be known as a gorgeous, low-calorie ice cream packed with nature’s superfoods, [such as] Goji Berries, Cacao Nibs and Camu Berries. Pure naked goodness.”

Wong added that the establishment of Nuude is in line with Singapore’s War against Diabetes and the growing health and wellness trend worldwide.

“With government support for a healthier population in Singapore, we felt this was a good time to go into this new venture. We will be launching this new brand in the next two months,”​ added Wong.

Health and wellness in ice-cream

To Wong, health and wellness in ice cream refers to innovations in both its ingredients and formulation.

“Our formulation will be Healthier Choice Certified by the Singapore Health Promotion Board to be lower in sugar and lower in calories, we mix in superfoods for an extra health boost, and we use 100%pure natural clean ingredients – nothing artificial at all,” ​she said.

Nuude will contain up to 40% less sugar and less calories than regular premium ice cream, but Wong claimed that it will not lose out in terms of flavour, texture or mouthfeel.

“Nuude is creamy, luscious and you won’t believe it’s a healthier ice cream, it tastes just as great as Udders,”​ she said.

To that end, Wong added that Nuude has definitely been created with current trends in mind, including reduced sugar, lower calories, all-natural, nutrient rich, and recyclable plastic packaging.

Standing out in a saturated market

In a market full of new innovative products targeted at health and wellness, Wong told us that Nuude will rely on three angles to stand out in the crowd.

“Firstly, Nuude is one of the few mainstream premium ice creams produced in Singapore with 100% natural ingredients, and officially Certified Healthier-Choice by the Singapore Health Promotion Board (HPB) to be lower in sugar and calories,”​ she said.

“We have had to send our Nuude products for stringent laboratory tests in order to qualify for this endorsement by the HPB.”

“Secondly, Nuude is also gorgeously delicious. Healthier foods suffer from a perception problem of being bland and boring, especially for desserts. And for an ice cream, it’s truly pointless to eat an ice cream that is not satisfying as it’s a comfort food, a celebratory food.

“The whole point of ice cream is enjoyment, not sustenance. We believe Nuude has “hit the spot” in achieving the holy grail of healthier and yet super satisfying.”

Lastly is the superfoods nutrition angle: “We have mixed in Tibetan Goji Berries, Cacao Nibs, and Amazonian Camu Berries into different flavours just to give a nutritional boost.”

Nuude is expected to launch in March or April this year on its online store and offline at selected Shell stations and Cold Storage stores in four flavours: Vanilla & Goji Berry, Alphonso Mango & Kaffir Lime, Dark Chocolate & Cacao Nibs, and Strawberry & Camu Berry.

“[In the upcoming three to five years], we want Nuude to be the ice cream of choice for health-conscious folks to indulge in, to celebrate life and enjoy one of life’s simple pleasures,” ​added Wong.

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