Client – Chu Collagen

Driven by their love for food, founders Peter Lau and Ethel Neo are always looking for ways to produce the tastes of 5-star restaurants’ food at home. They love steamboats / hotpots so Ethel decided to create her own version of chicken collagen soup from scratch.

After many trials, failures and kilograms of chicken bones, she managed to produce the best tasting collagen soup there is. This led to the birth of their first product – Premium Chicken Collagen Soup, which was well loved by family and friends. They loved it so much that they asked “Why don’t you start selling collagen soup?” This sparked the birth of Chu Collagen. They partnered a food manufacturer with an ISO 22000 certified production facility with the aim of delivering high quality stock into households to elevate the cooking and dining experiences at home.

A Japanese-inspired brand, CHU is named after the Japanese characters  “チュ” (CHU) which is slang for the sound of a kiss. This expression represents an adorable reaction to anything that is extremely pleasing and delicious beyond words. As food lovers themselves, Peter and Ethel’s goal is to make “CHU” their customer’s standard reaction to their premium soup bases.

We contacted Chu Collagen as we’re fans of their delicious soups and stock products and we also wanted to do our part to amplify a home grown brand into the international food scene. The founders were very enthusiastic and open; sharing their ideas and their concerns.

Together, we formulated an expansion plan into Malaysia, with the aim of getting their products sold in supermarkets (they have an extremely focused target). Maxa is now helping them source, qualify, contact and secure meetings with distributors, marketing agents and JV partners that will bring their product into the major supermarket chains like Tesco, Giant, Cold Storage,  Aeon, Jaya, Econsave, Lulu’s, Parksons, Mydin, Lotus’ and BIG.