The Health | june, 2019
28
Nutrition
Grazing
on
Amazin’
Graze
Local startup brings delicious,
healthy snacks to Malaysia
M
alaysia is famous for a plethora
of multicultural and delicious food.
However all the amazing delicacies
tend to be loaded with calories.
Well motivated by the passion
for food and healthy living, three
women established Amazin’ Graze, Malaysia’s very
own local start up on delicious, healthy snacks.
They have a huge range of healthy snacks like
granolas, nuts and nut butters with a local punch!
Think Malaysian flavours like pandan, gula melaka
and coconut, all very yummy.
Snack on this
The story of Amazin’ Graze began in the kitchens of
three women, Amy Zheng, Ching Yi Lee and Sabrina.
All which whom were at the time living the corpo-
rate lives. Brought together by a mutual passion for
healthy eating, they discovered that while the most
accessible Malaysian foods were indeed fast, cheap,
and tasty, they lacked quality nutrition. Rather than
merely commiserating over the issue, the three girls
seized the opportunity to fill this gap in the market –
and thus, Amazin’ Graze was born.
Was the Malaysian market familiar to the idea
of granola when first introduced?
“When we started Amazin’ Graze nearly four years
ago in mid 2015, very few people knew what Granola
were. People asked us if they can eat it directly or even
have it as part of their soup. A lot of people knew oats
but not the yummy baked version of it with nuts and
fruits,” says Zheng.
“It definitely took us a few years to introduce con-
sumers to the concept of granola. We even steered the
market to view granola as a healthy snack, rather than
just a breakfast option in the West. A lot of Amazin’
Graze customers now eat granola for breakfast, as
their healthy work snack and even as a popcorn alter-
native when watching TV.”
Granola tends to get a bad reputation due to
the content of sugar. How does Amazin’ Graze
combat this notion?
“First of all, we believe in achieving nutritional balance
across all our products. This means that we are not
draconian about any macro or micro nutrients and do
not blindly demonize carbohydrates and sugar. We
believe that healthy means to consume everything in
moderation,” explains Ching.
“Secondly, we use unrefined natural sugars such as
molasses, honey and maple syrup that offer higher
nutritional value than refined sugars and lower GI
which keeps people feeling fuller for longer. The goal
is to keep people enjoying their foods rather than
offering an alternative that people will not be able to
consume sustainably in the long run.”
What sets Amazin’ Graze from its competitors?
“What distinguishes us is our focus on product quality,
speed of innovation and an enormous desire to delight
our customers. We believe that Amazin’ Graze has the
potential of becoming a household brand which is why
we focused on creating fewer but excellent products
that people would rave about.”
“On top of this, we also understand the importance
of constant innovation and are driven by a desire to
delight our customers. This is why we create seasonal
flavours and new products every quarter so our
customers can rely on us to offer deliciously healthy
snacks for themselves and also have the option of
gift of health for their families & friends,” explains
Sabrina.
What are the go-to flavours?
“Hazelnut Blackforest Granola is our all-time top sell-
ing products, followed closely by Pandan Coconut Nut
Mix (which also has won 2 stars for UK’s Great Taste
Awards 2018),” states Zheng happily.
“Our Coconut Kaya Granola is rising steadily in
popularity since its introduction on AirAsia flights
this year,” says Ching. — The Health
Rather than merely
commiserating
over the issue, the
three girls seized
the opportunity to
fill this gap in the
market – and thus,
Amazin’ Graze was
born.”