Snack company delivers to your doorstep

  • Food News
  • Wednesday, 09 Nov 2016

Signature Snack operates on the concept of delivering fresh and healthy snacks direct to the consumers via a monthly subscription.- LOW LAY PHON

Some of us think that snacking can be bad. One can easily pile on the pounds.

But not Edwin Wang, a computer science graduate. “I lost 15kg (he was 75kg previously) by healthy snacking three years ago!” says Wang, 37.

“I was looking for a way to lose weight and successfully did it through healthy snacking.” He takes three meals a day but goes on a low-carb diet of “more veggies, meat and less rice and no sugar”.

Breakfast is on the heavy side: oats with milk, yogurt or fruits. When he has hunger pangs, he munches on nutritious nuts.

As part of his weight loss, he also does weight training.

“But 70% weight loss is from the way you eat and 30% from exercise,” says Wang, the founder of Signature Snack Malaysia. He has previously founded LivingSocial MY, another e-commerce company.

Currently, Signature Snack’s co-founders are Kent Chin, 28, who is chief marketing officer and John Cheng, 30, chief operating officer. Chin found the snacking idea interesting. He went into the business as he thought it was a good business opportunity.

“I’m not into snacks at first but now, I enjoy snacks,” says Chin, who has a degree in marketing from Universiti Utara Malaysia, Kedah.

Snacking, Cheng says, is “an action of eating between meals”. “Everyone snacks to fill their hunger between their main meals. There is a healthy trend in the market now promoting snacking seven times a day instead of having the usual two main meals a day.”

Buying snacks online is also getting more popular.

Producers of freshly baked artisan snacks are using the online platform to deliver fresh products directly to the customers. Customers are assured freshness when they buy directly from these producers.

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Last year in May, Wang read an article about the popularity of healthy snacks subscription boxes in the United States. “So I decided to bring the concept to Malaysia,” explains Wang.

Founded in October 2014, Signature Snack Malaysia is the first e-commerce snack subscription box in Malaysia.

The company’s business concept is based on the successful American business model, Nature Box.

Last year, Signature Snack was voted as one of Top 100 Startups in Asia by e27, Asia’s largest tech media platform.

Signature Snack ( operates on the concept of delivering its natural snacks direct to its monthly subscription customers using PosLaju courier service. Currently, it has 1,200 subscribers, mostly from the Klang Valley.

“We come out with five new snacks every month and we have 60 varieties of snacks,” says Wang.“We also reduce product wastage with predictive monthly demands. We use periodic production vs mass production. Periodic production ensures that our packaged foods reach customers faster,” adds Wang.

Signature Snacks spent three months developing its online system, six months to set up the kitchen, operations and perfecting the products. It started its marketing campaign in August last year. Business has been growing 61% month over month, according to Wang.

Signature Snack’s bestsellers are Cranberry Almond Grinder, Chocolate Chip Cookies, Healthy Nut Mix and Cashew Cranberry Mix. Recently, the company introduced another new business model, Signature Market ( which sells 160 products.

Wang says: “We’ve always been wanting to get more Malaysians to eat healthily. Now, we want to make quality natural and organic products available to Malaysian families.”

All three founders have different roles in Signature Market. Cheng, Wang and Chin respectively handle operations, product sourcing and marketing.

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