Editorial Assistant: IRVINS Singapore salted egg yolk chips

2025-09-02T03:33:00Z

IRVINS Singapore salted egg yolk chips

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[[File:IRVINS LOGO.jpg|thumb|''IRVINS brand logo. Photo from [https://www.linkedin.com/company/irvinsaltedegg/ source.]'']]
IRVINS is a Singaporean food brand renowned for its Salted Egg Fish Skin and Salted Egg Potato Chips, which it markets under the tagline "Dangerously Addictive." From its origins as a local restaurant, IRVINS has evolved into a global snack brand, exporting its products to over 15 countries, including the United States, Canada, Australia, and China.<ref name=":0">“[https://www.ipos.gov.sg/news/events/inta-2023-annual-meeting-live/inta-2023-annual-meeting-live-brands/irvins/ IRVINS]” ''IPOS,'' 25 March 2025. Accessed 29 August 2025. </ref>

==History and founding==
IRVINS was founded by Irvin Gunawan, an Indonesia-born Singaporean entrepreneur. The brand began in 2008 as a restaurant famously known for its signature Salted Egg Crab dish.<ref name=":0" /> By 2009, the restaurant had gained a loyal following for its innovative take on local seafood.<ref name=":1">“[https://eatirvins.sg/pages/our-story?srsltid=AfmBOoq4uvcLP6CxMl1gaYDgvAs50apHG6ubdI4kDRlNTuNegkjOo8o6 Our Story]” ''IRVINS,'' n.d.. Accessed 29 August 2025. </ref>

In 2014, facing challenges with the restaurant's second location, Irvin and his team began experimenting with converting their popular salted egg sauce into snack form. This led to the creation of Salted Egg Fish Skin and Salted Egg Potato Chips, which quickly became a hit in Singapore.<ref name=":0" /> Due to overwhelming demand for these snacks, IRVINS pivoted from the restaurant business to focus entirely on packaged snacks.<ref name=":1" />
[[File:IRVINS founder.jpg|thumb|''Irvin Gunawan. Photo from [https://foundr.com/articles/building-a-business/how-irvins-pivoted-from-a-humble-restaurant-to-a-pioneering-snack-brand-founder-qa source.]'']]
The brand opened its first physical retail store in VivoCity in 2016. By 2017, IRVINS had expanded internationally, entering markets like China, the United States, and Australia. In 2020, IRVINS products became widely accessible through global supermarkets and convenience stores.<ref name=":1" />

==Operations and production==
IRVINS' head office is located at: 421 Tagore Industrial Avenue, Tagore 8, #01-29, Singapore 787805.<ref name=":1" />

The company operates a BRCGS-certified factory in Singapore, ensuring high standards of quality and safety. Ingredients, such as salted duck egg yolk, curry leaves, and chilies, are sourced from Southeast Asia to maintain authenticity and flavor.<ref name=":0" />

IRVINS emphasizes a handcrafted approach to production. Their snacks are hand-mixed with real ingredients, avoiding artificial flavor sprays, which contributes to their distinctive texture and taste.<ref name=":0" />

==Products and offerings==
IRVINS' product line has expanded significantly from its original two snacks. Their offerings include:

===Core Salted Egg Variants:===

*Salted Egg Fish Skin (95g for SGD $9.50, 210g Family Pack for SGD $19.00)
*Salted Egg Potato Chips (95g for SGD $9.50, 210g Family Pack for SGD $19.00)
*Salted Egg Salmon Skin (95g for SGD $10.50, 210g Family Pack for SGD $21.00) – innovated for markets like the U.S.
*Hot Boom (Spicy) versions of the above fish and potato snacks

[[File:IRVINGS salted egg.jpg|thumb|''Photo from [https://eatirvins.sg/ source.]'']]

===Other and Limited-Edition Products:<ref name=":0" />===

*Salted Egg Prawn Roll (105g for SGD $9.00)
*Salted Egg Seaweed Cracker (50g for SGD $6.00)
*Collaborations like the NISSIN x IRVINS Salted Egg Instant Noodle (Packet for SGD $6.98, Bowl for SGD $2.98)
*Themed snacks such as IRVINS x MINIONS Salted Egg Cornflakes Snack and IRVINS | Kuromi Salted Egg Custard Popcorn

==Global expansion and collaborations==
IRVINS has rapidly grown from a local Singaporean brand to an international presence in over 15 markets. Their global strategy involves partnering with major retailers like H Mart, Ranch 99, Weee!, and Yamibuy in the United States.<ref name=":0" />

The brand actively seeks "blue ocean market spaces," introducing the salted egg flavor to regions where it is less familiar. Collaborations, such as with Nissin for instant noodles and MINIONS for themed packaging, have been key to expanding their market share and appeal.<ref name=":0" /><ref name=":1" />

==Halal certification==
Several IRVINS products are Halal-certified by the Islamic Religious Council of Singapore (MUIS). These include:

*Salted Egg Fish Skin (Regular and Hot Boom)
*Salted Egg Salmon Skin (Regular and Hot Boom)
*Salted Egg Potato/Cassava Chips

Other products, like the Black Pepper Salmon Skin and Smoked Cheese Salmon Skin, contain no pork or lard but are not Halal-certified.<ref name=":0" />

==Business model and innovation==
IRVINS operates on a direct-to-consumer (DTC) and business-to-business (B2B) model. Consumers can purchase products through:

*IRVINS' physical stores (e.g., VivoCity outlet)
*Their official website (eatirvins.sg) with free delivery for orders over SGD $25
*Major retailers like Cold Storage, NTUC, 7-Eleven, and Cheers in Singapore
*Online marketplaces including Lazada, Shopee, GrabMart, and RedMart

The company protects its intellectual property, considering its distinctive sign a registered trademark and its salted egg flavor formula a protected trade secret.<ref name=":0" /><ref name=":1" />

==Cultural impact and recognition==
IRVINS is credited with popularizing salted egg yolk-flavored snacks both in Singapore and internationally, sparking a trend that numerous other brands have followed. The brand's success story—from a struggling restaurant to a global snack phenomenon—is often cited as an example of Singaporean entrepreneurial innovation and adaptability.<ref name=":0" />

The Singapore government's intellectual property office (IPOS) has featured IRVINS as a case study of a local brand leveraging its intangible assets, like trademarks and trade secrets, for global growth.<ref name=":0" />

==References/Citations==
{{reflist}}
[[Category:Singapore Brands]]

IRVINS - Revision history

Editorial Assistant: IRVINS Singapore salted egg yolk chips