IRVINS
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.[1]
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.[1] By 2009, the restaurant had gained a loyal following for its innovative take on local seafood.[2]
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.[1] Due to overwhelming demand for these snacks, IRVINS pivoted from the restaurant business to focus entirely on packaged snacks.[2]
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.[2]
Operations and production
IRVINS' head office is located at: 421 Tagore Industrial Avenue, Tagore 8, #01-29, Singapore 787805.[2]
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.[1]
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.[1]
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
Other and Limited-Edition Products:[1]
- 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.[1]
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.[1][2]
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.[1]
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.[1][2]
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.[1]
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.[1]