MM Students Gain Insights into IRVINS Singapore’s Innovation Journey and Sustainable Growth Strategy
Singapore, 25 September 2025 — The first day of the Global Field Study (GFS) Universitas Indonesia in Singapore began with an insightful company visit to IRVINS, the iconic Singapore-based snack brand famous for its salted egg chips. The MM UI delegation was warmly welcomed by Chief Operating Officer Mr. Ircahn H.Y. Gunawan and Human Resources Director Ms. Filiawati Lim, who shared IRVINS’ remarkable journey from a seafood restaurant in 2008 to a global challenger brand in the F&B industry.
Despite challenges between 2011 and 2015, IRVINS found its breakthrough in 2016 when the salted egg snack concept evolved into packaged consumer goods, fueling rapid growth through airport pop-ups, ecommerce, and scarcity-driven demand. The pandemic years tested the company’s resilience, but recovery began in 2023, with 2025 marking renewed growth and a stronger focus on sustainable expansion.
Mr. Ircahn H.Y. Gunawan highlighted IRVINS’ three pillars of success, chef-inspired recipes that emphasize authenticity, hand-cooked methods, and premium ingredients, supported by а bold direct-to-consumer (D2C) model that built exclusivity and closer customer engagement. Beyond its signature snacks, IRVINS has expanded into instant noodles and collaborations with Pokémon, Cotton On, and Pezzo Pizza, blending food with fashion and culture. The company also focuses on sustainability through responsible sourcing, eco-friendly packaging, and health-conscious innovation.
IRVINS’ three pillars of success, chef-inspired recipes, hand-cooked production methods, and premium ingredients, supported by a bold D2c strategy that builds exclusivity and customer engagement, while the company emphasizes sustainability through responsible sourcing, eco-friendly packaging, and health-conscious innovation.
