Malaysian healthy grains meal replacement drink


When childhood pals Vicole and Yeann started off their corporate careers, they promptly realised how demanding operate was. They identified by themselves skipping foods and not able to obtain rapid, healthful, and tasty meals solutions. 

But Yeann, who had invested time finding out in Australia, learnt during her time abroad that a nutritious life style is not difficult when just one has obtain to the ideal food choices.

Since returning from Australia, even though, she started to see Malaysia’s not-so-wholesome food lifestyle and consuming behaviors.

But as an alternative of sucking it up and falling into negative nutritional practices, Yeann and Vicole set their heads jointly and started crafting a easy business enterprise strategy.

Soon following, they would kickstart their R&D attempts although working on the brand title and brand.

Together, the 27-yr-aged buddies landed on a simple and effective identify, MATES. Nine months later on, they experienced a signature product to show for their efforts—Oatler

A few of hustlers

Earlier this year, Vicole quit her position in property improvement to focus on MATES full-time. Having expert operating ecommerce stores just before, she requires cost of internet marketing, functions, sourcing, and logistics for MATES.

Oatler is MATES’ flagship product or service, marketed as a total foods / Impression Credit rating: MATES

Yeann, who handles the small business approach, funds, and enterprise advancement aspect of factors, experienced been operating at Carsome when she first begun MATES.

Frequently, business people may possibly truly feel uncomfortable sharing their individual companies with their employers, but these wasn’t the circumstance with Yeann.

“My supervisor and the division did know about MATES and Oatler!” she shared. “I’m terribly grateful to have gained great assist from anyone, primarily my supervisor when I shared my side enthusiasm with them.”

Of training course, Yeann had recognized an settlement with her superiors, guaranteeing that MATES would not be affecting her work general performance.

As these types of, both Yeann and Vicole would have to keep up added several hours right after their day-time position, forgoing slumber to make MATES into a actuality.

Yeann has sinced moved from Carsome even though to join an ecommerce aggregator. She thinks that by remaining closer to the ecommerce area, she’ll be in a position to select up useful capabilities needed to scale her DTC model.

“I do not low cost the possibility of running MATES full time, it all boils down to enterprise wants,” she included. “For now, I’ll continue on to depend on relentless time management.”

Produced in Korea

Vicole and Yeann initially started off looking at neighborhood suppliers to create the products, but they ended up unable to fulfil their prerequisites.

“We desired Oatler to be natural with no-BS ingredients, but we have been dissatisfied with the end result and they were being extremely sweet and tasted artificial,” the founders shared.

Upon providing that feed-back to companies, they had been advised to increase stronger flavouring these kinds of as chocolate to cover up the artificial taste.

So, the two made a decision to go with a manufacturer in Korea. According to the founders, Koreans in normal have significant requirements for their products and solutions, with the Korean Ministry of Foods and Drug Safety obtaining rigid policies for food in position.

Oatler is produced in Korea / Graphic Credit history: MATES

Oatler, as you might have guessed, predominantly is made up of oats. Canadian oats, to be particular. It also incorporates 17 sorts of Korean grains and soy protein, with added fibre, natural vitamins, and minerals.

The components is special to MATES, the founders obtaining labored with a group of nutritionists to appear up with the formulation.

Due to the pandemic as perfectly as the duo’s comprehensive R&D course of action, they took a lot more than a yr from conceptualisation to basically launching the to start with prototype of Oatler. The formal launch of Oatler by MATES came in October 2021.

Let us oat out

Whilst Yeann and Vicole did make Oatler seem superb, I needed to get a flavor of it myself. Luckily, the two ended up sort enough to ship about a few packs.

It arrived in a minimal cardboard box

On the 1st working day, I attempted Oatler with dairy milk. As marketed, it was a rapid preparing process—I only poured the milk into the deal till I attained the line just before shaking it up.

Regrettably, there were even now clumps in my consume. Later, when I instructed Yeann about this, she shared that the finest approach is to “shake it like you suggest it”.

My first impact of the drink was that it tasted like a cross concerning oatmeal and a milkshake. The dairy milk built it flavor creamy and abundant, creating it a quite satisfying meal all all around.

My favorite element was the crunchy, nutty bits inside of which manufactured the food substantially extra fulfilling than the meal replacements I’ve attempted in the past, which ended up fully liquid.

Having eaten at 1PM, I stayed satiated for the rest of the working day, but got hungrier than standard at all around 7PM.

Flavours aside, a little something I hadn’t accounted for was the social connotations of foodstuff. Extra than just sustenance, lunch is not just about feeding on. Generally, it’s one particular of the only moments you get to mingle with your colleagues casually.

You can see the clumps within the deal from my initially day of trying Oatler

So, the subsequent day, I made the decision to have Oatler for breakfast. This time, I employed oat milk and manufactured sure to shake it up extra intensely. The drink was correctly blended this time, I mentioned as I poured it out in a separate glass.

At the time again, it was tremendous filling, and I even struggled to finish it. I also recognized that the flavour had started to taste a small bit plain (perhaps because I’m not utilized to oat milk). 

Looking at the thickness of the product or service, I would advocate ingesting it from the packet by itself if you want to save time on washing up.

All in all, Oatler is a really delicious beverage, but I can imagine it beginning to style monotonous soon after a even though.

However, if style continues to be an difficulty, Yeann implies including chocolate or almond milk, or even using the time to mix fruits into it.

Foodstuff for urbanites

Priced at RM128 for 10 packs, Oatler by MATES is a little bit extra costly than the normal kopitiam food, but RM12.80 for just one healthy meal is still extra reasonably priced than dining at a balanced restaurant. 

Additionally, in today’s working day and age, I truly feel like people are eager to pay a minimal little bit more for advantage.

Of system, Oatler isn’t the first meal alternative consume at any time produced. Formerly, my colleague reviewed Concentration Food items, yet another neighborhood food replacement model.

I have also experimented with other types of food replacement items before, but those had been strongly promoted as a fat reduction solution.

Oatler operates with all types of milk, from dairy to plant-centered ones / Impression Credit score: MATES

According to Yeann, however, Oatler is not developed for excess weight reduction. With that mentioned, it can nonetheless provide as an economical and helpful solution to enable “shed some pounds”.

“A calorie deficit is essential to drop body weight and with Oatler, you’d know the specific number of calories remaining consumed, generating it uncomplicated to keep track of your calorie consumption and achieve your physique targets more quickly,” Yeann claimed.

The duo ongoing to clarify, “We connect with Oatler a finish foodstuff simply because it is a wholesome meal alternative that provides full nutrition a human entire body requirements for a meal.”

In accordance to MedicineNet though, changing all standard meals with these food replacements is not suggested, no subject how wholesome they are marketed.

If you strategy to use them prolonged-time period, it is continue to best to examine with your typical practitioner on the wellness implications.

Long run growth

MATES is not even a year aged but, but Yeann and Vicole have huge designs in intellect.

“By the conclude of 2022, we purpose to start and kick off collaborations with at minimum three more choose merchants to roll out offline distribution for Oatler,” they shared.

At the moment, Oatler can be uncovered in a single retail location—Pharmacy Publika at Publika Buying Centre.

Regardless of commencing off as a answer for occupied industry experts, it aims to target overall health nuts and gymgoers way too.

Consequently, the two expressed interest in staying existing in health club and yoga studios as perfectly as curated top quality hypermarkets. Down the street, the two also want to head south to Singapore.

  • Learn much more about MATES listed here.
  • Go through other content we have composed about Malaysian startups right here.

Showcased Image Credit: MATES


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