The Kettle Gourmet is a Singapore-based gourmet snack brand that specialises in popcorn with flavours derived from local and Asian cuisine. Founded in 2017 by Zac Chua, the company emerged from a university hobby into a commercial enterprise, positioning popcorn as an everyday snack rather than solely a cinema accompaniment. 1

The operating entity behind the brand is The Savoury Nosh Pte. Ltd., which describes itself as an FMCG snack-food company managing multiple brands, including The Kettle Gourmet and YUMI corn sticks. 2

Origins

The inception of The Kettle Gourmet is linked to Zac Chua’s interest in popcorn during his studies at Singapore Management University (SMU). Chua and a friend began experimenting with popcorn recipes because they perceived the market as saturated with conventional sweet and salted varieties. These initial trials were conducted on a small scale, with feedback gathered from friends and family.

According to the company’s narrative, the business evolved from this hobby after Chua was inspired by the combination of cinema popcorn and the aroma of nasi lemak. This led to the core concept: reimagining familiar local dishes as portable popcorn flavours. 4

Launch

Following product development, The Kettle Gourmet officially launched in July 2017. 3 Chua founded the company after graduation, opting out of traditional career paths in sectors such as banking and trading to start the business with limited resources. The early years involved direct customer testing and gradual expansion into retail and B2B channels.

Zac Chua serves as the founder and chief executive of The Kettle Gourmet. His entrepreneurial journey is central to the brand’s identity, as the product concept originated from his personal experimentation with Singaporean food profiles applied to popcorn.

Chua viewed popcorn not just as a mass-market snack but as a “flavour-delivery platform.” This approach addressed the logistical challenges of packaging complex local dishes like nasi lemak or chilli crab for transport, instead translating their distinct flavour profiles into seasoning for popcorn. 5

The brand’s primary proposition involves taking familiar foods and reinterpretating them as gourmet popcorn. This strategy distinguishes The Kettle Gourmet from competitors who focus on standard butter, cheese, caramel, or chocolate flavours.

The product range includes both classic Western-style options and localised Asian flavours. Historically, the catalogue has featured eight major flavours: Nasi Lemak, Chicken Floss, Fish Head Curry, Chilli Crab, Salted Caramel, Chocolate, Kaya Butter Toast, and Pulut Hitam. 4 This dual offering allows the brand to appeal to international consumers through familiar tastes while showcasing its distinctive Singaporean heritage.

Nasi Lemak Popcorn

Nasi Lemak is considered the flavour most integral to the brand’s origin story. It aims to capture the savoury, coconut-rich, and spicy characteristics of the dish, with sambal chilli playing a crucial role in reproducing its distinctive taste profile. 5

Kaya Butter Toast Popcorn

Inspired by the traditional Singaporean breakfast of kaya, butter, and toast, this flavour combines sweet coconut-and-egg notes with buttery undertones. The Urban Redevelopment Authority (URA) has previously cited this product as an example of converting quintessential local foods into modern snack formats.

Chilli Crab Popcorn

Chilli crab represents another well-known culinary reference adapted by The Kettle Gourmet. It illustrates the broader strategy of transforming iconic Singaporean dishes into lightweight, shelf-stable snacks.

Other Flavours

The brand has offered or experimented with various other flavours depending on the period, including:

• Chicken Floss
• Fish Head Curry
• Pulut Hitam
• Salted Caramel
• Chocolate
• Bak Kwa
• Teh Tarik
• Cookies & Cream
• Limited-edition and seasonal variations

The catalogue is dynamic, with the company stating it continually develops new flavours as part of its innovation strategy.

The Kettle Gourmet emphasises specific production and ingredient standards:

• Hand-baked Production: The company describes its popcorn as freshly baked daily rather than fried. 5
• Non-GMO Corn: Materials indicate the use of non-GMO corn, with kernels sourced from South Africa in earlier iterations. 5
• Trans-fat-free Positioning: The brand promotes its popcorn as trans-fat free, noting the use of pure canola oil during baking. 5
• Halal Certification: The company states that its popcorn is Halal certified, aligning with accessibility requirements in the Singapore market. The parent company also lists Halal certification among its credentials.

While starting as a popcorn-focused entity, The Kettle Gourmet has broadened its scope. The current website lists gourmet popcorn, YUMI corn sticks, and Crispy Cones as part of its offerings. 2

This shift marks a transition from a single-product brand to a component of a wider FMCG snack portfolio operated by The Savoury Nosh. The parent company reports a portfolio of 11 snack brands, with The Kettle Gourmet identified as one of its notable properties. 2

The brand distributes products through physical retail channels in Singapore, including outlets such as FairPrice / FairPrice Finest, Cold Storage, Prime Market, Shell, and EMART24. 2

E-commerce remains a significant growth channel. A 2021 report highlighted the company’s strategy of expanding online presence while simultaneously increasing physical retail distribution. 6

Corporate and event orders constitute a key segment of the business. The Kettle Gourmet offers customised packaging for events and gifts, allowing customers to apply their own logos or messages. The stated minimum order quantity for this customisation programme is 100 bags. 2

Applications for these products include corporate gifts, conferences, weddings, employee rewards, promotional campaigns, and wholesale distribution.

The brand leverages its Singaporean identity as a differentiator in international markets. By presenting local flavours in a familiar snack format, it offers overseas consumers an accessible way to experience Singaporean cuisine. Currently, the company promotes online sales beyond Singapore, including in Malaysia, with past discussions considering further expansion into other Asian markets. 2

Sustainability features in the brand’s positioning, with government publications highlighting commitments to biodegradable and environmentally friendly packaging. 6

Packaging formats have evolved based on consumer feedback. For instance, the company phased out earlier 30g orange bags in favour of larger 65g single-serve bags. 6

The company’s development can be categorised into four stages:

1. Experimentation (2016–2017): Initial hobbyist experiments with popcorn flavours. 6
2. Launch (2017): Official entry into the market with a differentiated gourmet-popcorn proposition. 3
3. Local Flavour Expansion (Late 2010s): Development of ambitious local flavours such as bak kwa and nasi lemak. 4
4. FMCG and Regional Expansion (2020s): Growth of retail, e-commerce, wholesale, and corporate-gifting channels under The Savoury Nosh. 2

The online catalogue contains dozens of products, including multi-pack bundles and assorted flavours. As of recent listings, the collection page displays approximately 43 products, though this number fluctuates with inventory changes. 2

The three primary snack categories are:

• Gourmet popcorn
• YUMI corn sticks
• Crispy Cones 2

Popcorn remains the flagship identity, but the brand increasingly operates within a larger snack ecosystem.

Five key factors define The Kettle Gourmet’s market position:

1. Singaporean Flavour Innovation: Translating local dishes into popcorn is the brand’s most recognisable advantage.
2. Founder-Product Connection: The concept stems directly from Zac Chua’s personal experimentation, providing an authentic origin story.
3. Cultural Product Status: Popcorn is treated as more than a movie snack; it serves as a representation of Singaporean flavours suitable for gifting or souvenirs.
4. Diversified Market Routes: Operations span direct-to-consumer, retail, wholesale, corporate gifting, and events.
5. Portfolio Expansion: The development of additional snack brands under The Savoury Nosh indicates ambitions beyond a single-product model. 2

1. Our Story | Singapore Gourmet Popcorn Manufacturer – The Kettle Gourmet
2. Official website — The Kettle Gourmet
3. Marketing Executive – Join us and build an awareness of our innovation! – Marketing / PR jobs at The Kettle Gourmet…
4. Zac Chua — Sandbox Singapore
5. PODCAST: ‘Controversial’ creations – The Kettle Gourmet CEO on starting a business right out of school and using…
6. Taking flight: Singapore popcorn firm The Kettle Gourmet on e-commerce and packaging mission