Breaking News

M’sian fruit juice brand is shutting down & seeking buyers

Observing Smooshie Juice’s video clip from the Alliance Bank BizSmart Problem 2013, it felt like the pure juice manufacturer was here to keep. The co-founders, Lee Hai Lin and Very low Wan Chiun, were being bold, bold, and brilliant. At the conclude of the online video, Lin even explained, “the sky’s the limit.”

9 several years down the highway, it looks that the duo has satisfied the sky. Co-founder Lin told Vulcan Put up the crew has decided to shut down Smooshie Juice.

That is not to say that Smooshie Juice hasn’t been fruitful during the past decade. Far from it.

For one, Smooshie Juice had near ties with Enhance Juice Bars for a prolonged time, providing to their kiosks for several years. The juice was also stocked in supermarkets these kinds of as Ben’s and Relatives Mart. The organization was even approached by cinemas and airlines to source juices as nicely.

Smooshie Juice was invited to the launch of Facebook Malaysia / Image Credit history: Smooshie Juice

“At our peak, we provided some 45 cafes/places to eat about KL and the Klang Valley, and even in Penang,” Lin shared. “We’ve also experienced a whole lot of definitely great gigs, giving juices to launches and huge functions, these as the launch of Facebook Malaysia.”

So, given its bountiful observe report, how did it all tumble aside?

Initial, let’s rewind

Lin and Wan Chiun are childhood close friends who researched in Australia ahead of transferring back to Malaysia. They observed a gap in the industry for pure fruit juices and for that reason give up their comprehensive-time careers, pouring their endeavours into Smooshie Juice.  

“Both of us experienced unquestionably no knowledge in F&B or managing a enterprise, so it was nuts!” Lin shared. “We really did not know what to hope, but we considered that Malaysia desired fantastic quality, pure juices as there are so numerous delightful area fruits accessible below.”

Right after months of R&D, they at last opened a retail outlet in Berjaya Time Sq. in April 2011. In the beginning, persons had been not utilised to the juice. Some would complain that they weren’t sweet plenty of and incorporate packets of sugar. Nevertheless, the breakthrough ultimately came when Smooshie Juice determined to offer to cafes alternatively.

“We examined out the juices at some cafes that we experienced contacts with, notably The Red Beanbag and Artisan Roast Café,” Lin defined. “The juices ended up a hit, and we realised that café shoppers were being our target market place, so we shut down our retail outlet and concentrated on distribution instead.”

But it was not more than enough

It was not just just one huge detail that created Lin and Wan Chiun make your mind up on allowing Smooshie Juice. It was a lot more of a blend of different components.

1st of all, the boost in the expense of merchandise, specifically uncooked components, manufactured a large impact on Smooshie Juice, which depends on 100% normal components.

Co-founder Lin claimed that ahead of Smooshie Juice, the juices currently being marketed in supermarkets were significant in sugar or made of concentrates with extra preservatives / Impression Credit history: Smooshie Juice

The company has had to raise the price of its juices a couple of moments above the years owing to expense inflation, and that led to the loss of provide companions.

Despite the fact that the team could have additional h2o or concentrates to the juice to lessen price, they refused to compromise on the good quality of the juices.

“We felt that likely down that route would defeat the intent of our existence in the initially area!” Lin mentioned.

But a further major explanation why Lin and Wan Chiun are contacting it a day with Smooshie is thanks to their particular commitments. The two founders recently grew to become initially-time mums. Consequently, they’ve had fewer time to concentrate on the enterprise.

Continue to, it’s an incredible feat to have lasted this long. On prime of slender and productive operations, the innovativeness of the workforce is to be highly regarded far too.

Smooshie has also diversified from just juices to goods these kinds of as yoghurt, kefir, and slash fruit. It has also collaborated with other models to develop new goods. In the course of the MCO, the firm also utilised net internet marketing to market the juices as cafes ended up closed and there were being no events.

It’s time to shift on

The breaking level came when the crew was contacted by their customised bottle provider, who instructed them there would be a 30% maximize in bottle charges.

Co-founders Lee Lin Hai and Minimal Wan Chiun / Graphic Credit: Smooshie Juice

This paired with the improved expenses of fruits and veggies created the firm realise a huge adjust would be needed to continue to keep Smooshie running. It was a adjust that neither Lin nor Wan Chiun could cope with presented their new roles as mums.

Lin and Wan Chiun are so trying to keep an eye out for anybody who’s willing and in a position to continue on Smooshie’s dream to make healthier juices obtainable to Malaysians. Lin thinks there is a good deal of potential for Smooshie Juice given its skills, personnel, methods, contacts, products, and record of present purchasers.

“All that’s needed is some funding and people with the exact generate, passion, and perception that we experienced 10 yrs ago when we have been young,” she completed.

For now, the two founders are centered on their personal family members, ready for a person to breathe new existence into Smooshie Juice.  

  • Study a lot more about Smooshie Juice listed here, and if you are intrigued in getting around the organization, you can get in touch with them in this article.
  • Browse much more posts we’ve written about Malaysian startups listed here.

Highlighted Picture Credit score: Smooshie Juice