5 Hacks Irvin Gunawan used to turn $0 into $35 Million Sales

Did you know, that to make their famous salted egg sauce, Irvin’s in-house chefs salt-brine duck egg yolks for 30 days?

Irvin Gunawan was a known chef and restauranteur before he founded Irvin Salted Eggs, His drive to launch the venture came from the rising demand of egg-based savoury snacks in the market.

The key factor behind the success of Irvin’s venture was the leverage of excelling in traditional Asian flavours—specifically salted egg—to create unique snack offerings that cater to both local and international markets.

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He started in 2014, by creating a salted egg fish skin snack. This concept combined a beloved Asian ingredient with a popular snack format, aiming to introduce consumers to a new taste experience.

Unique Value of this Unicorn:

1. Flavour Profile: Irvin’s Salted Egg products stand out for their rich, savoury flavour, combining traditional Asian tastes with modern snacking.
2. Quality Ingredients: The use of high-quality salted egg yolks in the products appeals to health-conscious consumers looking for premium snack options.
3. Cultural Fusion: By blending traditional flavours with modern snack formats, Irvin’s products taps into both local tastes and the growing international demand for unique culinary experiences

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2 Major Triggers for Overnight Success:

1. Influencer Marketing: Irvin’s utilised social media platforms and influencer partnerships to promote its salted egg snacks. The visually appealing nature of the products made them popular on Instagram, creating buzz and attracting a broader audience
2. Strategic Distribution: Irvin’s Salted Egg formed strategic partnerships with major retailers and e-commerce platforms to increase product accessibility. Collaborations with local distributors and online marketplaces allowed the brand to reach a wider audience.

Financial Milestones:

• 2018: Irvin’s Salted Egg achieved substantial revenue milestones, reporting sales of approximately $15 million and establishing a strong presence in multiple Southeast Asian countries.
• 2020: On the back of success of new product variations like salted egg sauce and spicy salted egg snacks, the brand peaked in sales to $22 Million
• 2023: The company clocked a revenue of $35 Million, while progressing towards healthier alternatives and sustainable packaging.
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Do you know that Irvin's also has a Nintendo and Super mario Flavour as part of its Brande collaborations?

5 Strategies Irvin Used to turn a Business Failure into Million Dollar FMCG Brand

1. Developing Product Niche: Irvin excelled at identifying and filling a niche in the market. Focusing on a unique offering helped differentiating their brand from competitors.​
   Who else does it?: Chobani leveraged the growing trend of Greek yogurt, focusing on high-quality ingredients to establish a leading position in the yogurt market.
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2. Crack Social Media: Use social media platforms to engage with your audience and promote your products. Irvin’s effective use of social media to build community and regional content helped them scale their branding from scratch. ​
   Who else does it?: Glossier effectively utilizes social media to engage with customers and promote its beauty products, creating a loyal fan base.
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3. Quality and Authenticity: Emphasise the quality of your ingredients and authenticity of your product. Irvin's commitment to using high-quality salted egg yolks resonates with health-conscious consumers.​
   Who else does it?: Patagonia is known for its commitment to sustainable and high-quality materials, enhancing its reputation and brand loyalty.
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4. Build Strategic Partnerships: Form strategic partnerships to expand your market reach and enhance accessibility with the right target consumer. Irvin’s collaborations with retailers helped increase visibility and accessibility.​
   Who else does it?: Starbucks partners with various companies to enhance its product offerings and market presence, demonstrating the power of collaboration.
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5. Adapt and Innovate: Continuously adapt your business model and product offerings based on consumer feedback and market trends. Irvin has consistently innovated his product line and flavour profiles to keep up with changing consumer preferences.​
   Who else does it?:Lush Cosmetics regularly introduces new products based on customer feedback, ensuring that it remains relevant in the beauty market.