The brand sees a market gap for minimally processed foods. One such area is in the kids food sector, where there is a lack of nutrient-dense products that are essential for growth.
Zenko founder Wouter Duyck noted a growing demand for healthier children’s cereals.
He said: “According to feedback from buyers and retailers, there’s growing demand for healthier children’s cereals. Major brands often rely heavily on sugar and artificial flavours, with little nutritional value.
“In contrast, our cereal is nutrient-dense and minimally processed – just heat and the grains pop naturally. It’s a simple production process compared to the complex, ultra-processed lines of conventional cereal brands.”
The puffed sorghum cereal is set to launch in Singapore’s FairPrice stores in June.
Sorghum is a drought-resistant ancient grain valued for its antioxidant-rich polyphenols and fibre, and is a staple in traditional Indian diets.
“We’re inspired by traditional food practices. Popped sorghum has been consumed for centuries in India, often during holy festivals with masala and spices. We thought, why not take that base and add sweet flavours like chocolate, honey, and apple juice? It works well with milk and is a way to bring something ancient into a modern format,” said Duyck.
He added: “What sets our products apart is that they must qualify as superfoods, have deep historical roots, and be transformable in a natural way while still tasting great. Our goal is to make healthy food enjoyable and accessible without requiring people to make sacrifices. Food can be both nutritious and guilt-free.”
Turning traditional grains into modern pantry staples
Duyck draws creative inspiration from traditional food practices and engages with locals to learn about ancient superfoods.
This strategy has been successful with the launch of the ancient grain granola range more than a year ago.
The granola range features gluten-free grains like sorghum and pearl millet, known for providing slow-release energy and being rich in iron and magnesium.
“Most granolas are 100% oats, but we wanted to make gluten-free options more interesting and diverse by including these underused grains,” said Duyck.
Like the sorghum pops, the granola range comes in honey, chocolate, and peanut butter flavours. These flavour options are designed to appeal to health-conscious consumers who still prioritise taste.
The firm is using Singapore as its test market, with plans to expand into other parts of Asia and the Middle East, where retailers have shown growing interest.
“We always test our products in Singapore first. It’s a fantastic testing ground because of its diverse, well-travelled population with broad palates and high standards. Plus, e-commerce is well established here, and major retailers are eager to try new things. This makes it much easier to introduce innovative products compared to more conservative markets,” said Duyck.
He added that today’s consumers are more educated and want to know where their food comes from.
“Three years ago, many didn’t even know what millets were. Now, awareness is growing, and that gives me hope. Especially in places like Singapore, where agriculture is minimal, people often forget where food originates.
“Social media and the pandemic have helped renew appreciation for farm-to-table – or in our case, ‘seed-to-snack’. We aim to manage the entire supply chain, from the farmer to the factory to the consumer. Transparency is key,” said Duyck.
While oats and seeds are procured from countries like Canada, Australia, and Turkey, India remains the heart of Zenko’s supply chain.
This focus stems from the untapped potential of Indian ingredients in the global market.
“When we started five years ago, India was very domestically focused – Indian products were made for Indian consumers. But there’s a huge opportunity to take these products and present them to non-Indian markets. Few are doing that, and we see it as a gap we can fill,” said Duyck.
