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MAD Meals (MAD) formally launched its debut line of 100% plant-based and dairy-free ready-to-drink (RTD) chilly brew espresso referred to as MAD Espresso in Malaysia at present (September 14, 2023).
The Vulcan Submit staff was invited to the launch occasion at 7-Eleven Cafe Puchong. There, we met with the couple behind MAD, Angelique Teo (Chief Branding Officer) and Bobby Randhawa (CEO).
Based in 2019 by Angelique, a Singaporean media and radio persona, and Bobby, who has over 20 years of expertise within the FMCG beverage trade, MAD goals to create drinks that give individuals the selection to devour conveniently, healthily, and sustainably.
The model’s R&D journey began about two years in the past, as they need to guarantee their merchandise hits the “high spot for style and indulgence”.
A few of you might have observed MAD Espresso’s merchandise already obtainable in 7-Eleven shops round Peninsular Malaysia earlier than this launch. Bobby shared that their espresso was launched to the West Malaysian market in late June this yr.
He additionally defined that having the official launch later was a tactical strategy by the model to ascertain a presence and steady provide chain right here beforehand, and to additionally guarantee their choices are available to shoppers.
“We take nice care in sourcing and curating our components, meticulously deciding on them from areas throughout Asia and Australia with our oat milk coming from Europe,” they instructed us.
Gearing as much as trip the brand new wave
Relating to the marketplace for plant-based choices in Malaysia, the co-founders shared that their analysis discovered a rising curiosity for it right here. “Persons are more and more searching for sustainable, tasty decisions. Now, while you evaluate it to Singapore, the markets are a bit totally different.”
“Singaporeans are already fairly hip to the plant-based scene, and so they’ve embraced MAD Espresso with open arms. In Malaysia, we see an analogous pattern rising, nevertheless it’s nonetheless on the rise. So, we’re gearing as much as trip the wave of curiosity in plant-based espresso right here too!”
They additional elaborated that this native curiosity in plant-based espresso may very well be pinned right down to the rise in shoppers’ consciousness of well being and the atmosphere following the pandemic. In flip, that is resulting in a higher demand for sustainable and healthful decisions.
Since introducing MAD Espresso to the Malaysian market, the model reported that they’ve been receiving overwhelmingly optimistic reception, resulting in frequent sell-outs and round the clock restocking efforts.
Chatting with Vulcan Submit, Angelique and Bobby said that MAD’s enlargement plans embody reaching out to markets in Australia, New Zealand, Hong Kong, and finally, the USA.
Getting the phrase on the market
Presently, all three of MAD’s debut merchandise may be discovered solely at 7-Eleven shops all through Peninsular Malaysia. Every can (240ml) of MAD Espresso is priced at RM4.90. The three choices are Decaf, Single Shot, and Double Shot.
“We selected to work with 7-Eleven as a result of their values align with our mission of creating MAD Espresso simply accessible to a large viewers. With their intensive community of shops all through Peninsular Malaysia, we be certain that espresso lovers can conveniently choose up a can of MAD each time they crave that plant-based caffeine enhance,” the couple shared.
The model is now making ready to launch on numerous ecommerce platforms too. Which means shoppers may have the choice of ordering MAD Espresso individually or by way of subscription companies within the close to future.
To commemorate the launch, MAD and 7-Eleven are having a #GetMAD contest with a grand complete of RM15,000 to be received. To take part, you should buy a can of MAD from any 7-Eleven retailer in Malaysia, take an image, share it on Instagram and/or TikTok and tag @iammad.co.
In response to the press launch, the caption for the publish should embody the hashtag #IAMMAD and tag three pals you’d wish to #GetMAD with. One winner will likely be chosen day by day for 30 days with every winner receiving a RM500 money prize.
In complete, 30 winners will likely be chosen over the length of the competition.
As for its near-future plans, the couple confided to us that they are going to be introducing MAD M.LK (its personal vary of plant-based milk) to the Malaysian market in two variants. That is estimated to happen between three to 6 months from now.
- Be taught extra about MAD Meals right here.
- Learn articles we’ve written about Malaysian startups right here.
Featured Picture Credit score: Vulcan Submit / MAD Meals
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