How Yoga Superfuel sold 1,000 healthy cookies a month for the first year – Wired PR Lifestyle Story

Often, people who develop a habit of eating snacks feel guilty after consuming it, and promise themselves that they will reduce or eliminate junk food.

Shagun Malik, 40, is well aware of this situation. At the age of 20, he had a constant craving for sugar, which he considered physically unsuitable.

When she turned 20 and gave birth to her son, Shagun became aware of how early sugar habits develop.

As we know foods and snacks are full of sugar and unhealthy ingredients, they give us a greater chance of developing chronic diseases.

“I felt overwhelmed and wanted my family and I to have a balanced relationship with food including sugar,” Shagun said.

Since then, Shagun has decided to challenge himself by focusing on healthy eating in a balanced way so that he can sustain himself for life.

This search for healthy eating created its own launch of superfood cookies Yoga Superfuel. For him, going for healthy snacks doesn’t mean you’re endangering the taste.

He has given up his business for Superfood cookies

In an attempt to make his initial journey, Shagun took a leap of faith and left his 15-year job at Ernst & Young and The Hong Kong and Shanghai Banking Corporation Limited (HSBC).

One’s mother believed that “settling into a comfort zone is a very scary thought,” so she wanted to explore a whole new dimension and encourage herself to constantly learn and grow.

Yoga Superfuel was created with the sole purpose of empowering people on their health and wellness journey.

It was released in December 2018 with its first product, Superfood Cookies. Later in 2020, Shagun began working on healthy cookies for children, inspired by his struggle as a parent to make his children a healthy snack.

This launched Yoga Superfuel Kids earlier this year with delicious cookies aimed at restoring children’s nutritional balance.

In creating the cookies, the team focused on three specific nutritional needs for children: protein, prebiotics, and immunity.

The group conducted one year of Research and Development (R&D) and conducted hundreds of tasting sessions with children to ensure the perfection of cookies.

It was difficult to strike a balance between health and good taste. She had to create a snack that her fragile son would like, and at the same time something that parents like him would accept as “obsessed with health”.

Packed with superfoods, these Singapore-produced cookies are high in nutrition, low in sugar and gluten-free, with no refined sugar, milk, butter and preservatives.

In contrast, most cookies on the market are made with refined flour, refined sugar, and hydrogenated oil (or butter). Yoga Superfuel ensures that these ingredients are not included in superfood cookies.

The group ensures that the sugar level in their cookies is about 30 percent lower than other cookies. Their cookies are sweetened with a combination of nuts and low glycemic index (GI) natural sweeteners, such as coconut sugar and jaggery, with the addition of zero chemicals or preservatives.

Their cookies now have five super food flavors: cocoa coconut, turmeric chai, fig amaranth, ginger granola and almond bran.

Their corporate clients include Google and LinkedIn

With the rise of demand companies, Yoga Superfuel quickly became profitable. It sold an average of 1,000 units per month in the first year of operation.

“One of our initial successes was reaching out to Google and LinkedIn’s corporate pantries in the very first year,” Shagun shared.

Many other corporate companies began to approach Yoga Superfuel and extended an invitation to the group to participate in various health talks, working on issues such as sugar cravings and intermittent fasting, which is a great validation for the brand’s mission.

However, when Covid-19 hit Singapore in 2020, the brand had to rotate and increase its online presence as business demands stopped.

They have since expanded their network presence to include network markets such as RedMart, Amazon and Shopee.

Looking ahead, Yoga Superfuel aims to work to launch a bittersweet product line and expand it to other international markets such as Australia, Hong Kong, Indonesia and the US.

Featured Image Credit: Yoga Superfood