Cult Singaporean food brand Irvins is re-strategising to move beyond just a maker of “salted egg snacks”. The company launched six new products on Thursday (26 Nov) as part of moves to diversify its offerings. Irvins also plans to release new snacks every three months.
The six new products are Fish Floss Fish Skin, Sichuan Pepper BBQ Dumpling Skin, Salted Egg Tomato Dumpling Skin, Chicken Curry Floss, Ikan Bilis Sambal and Pineapple Sambal.
Irvins calls its new series of products the Danger Lab Series because they are born from intense R&D efforts to constantly create “dangerously addictive” snacks.
The Danger Lab series will be available until February, upon which Irvins will launch a new series. The plan is to get customers’ feedback on products in development and relaunch them, with adjustments if necessary, if they prove popular.
In line with its rebranding, Irvins is dropping the words “Salted Egg” from its original name, “Irvins Salted Egg”.
Irvins took the snack world by storm over five years ago with its salted egg flavoured snacks, which so far included fish skin, potato chips and cassava chips. Even a scandal involving dead lizards in its snacks hasn’t stopped both locals and tourists from snapping up its products in multiple stores around Asia.
Now, Irvins is innovating with fried dumpling skin, and the result is exceedingly crispy and decidedly tasty.
Sichuan Pepper BBQ Dumpling Skin, riding on the ma la trend, is the spiciest among the new snacks. The Salted Egg Tomato Dumpling Skin is not spicy and has a really strong savoury tomato flavour.
The Fish Floss Fish Skin is made from fried fish skin pieces coated with salmon fish floss. It’s slightly spicy with a balanced combination of sweet and savoury flavours, but some of the sweetness comes from aspartame, so if you avoid artificial sweeteners, this product might not be for you.
The Chicken Curry Floss is the company’s first floss product, and it has infused fragrant curry chicken spices and coconut into shredded chicken floss.
The sambal products are also Irvins’ first stab at the category of condiments. The Pineapple Sambal is pretty spicy, with a subtle sweetness from pineapple. The more traditional Ikan Bilis Sambal is very spicy, with chunky pieces of anchovies. The sambal sauces can be used as dips or cooked in dishes.
Due to limited production, as these snacks are products in development, the six new products will be available in stores only at Irvins Westgate, Orchard Gateway and Jewel Changi Airport. If none of these stores are near your location, you can always order them from Irvins’ website.