2 Malaysians create ‘greener’ ice cream float ~ ‘Float On Cone’
Tags: Ice Cream, Dessert, Branding, Creative, Foodies

Startup company Carpe Ri Sdn Bhd is set to take on the challenge of offering unique marketing & branding options for companies through its eco-friendly ice cream product, the ‘Float On Cone’

Co-founded by Joon Tan & Danieul Mudali, the company offers customisable delicious ice creams which are able to carry colours brilliantly, allowing clients to customise the dessert & use unique dessert offerings as part of their branding exercise

“Take AirAsia or Grab for example. We can create confections which accurately reflect their logo colours & even incorporate their unique backstory with the use of appropriate ingredients,” Tan said

As the company plans to embark on its next chapter of growth, targeting to become a US$100 million (US$1=RM4.34) company by 2030, both Tan & Mudali are looking forward to work with clients, especially global quick service restaurants (QSRs)

“We are in the midst of negotiations with a few brands in the Philippines, Indonesia & Malaysia, but we are not at liberty to reveal more as we have existing non-disclosure agreements,” said Tan

She said the ‘Float On Cone’ has a very small carbon footprint as there is no need for paper, plastic cups or straws

The entire dessert can be consumed except for a small paper sleeve for the cone

Tan said the main market for the product will be QSRs e.g. McDonald’s, Jollibee, A&W & Marrybrown

She said the product’s commercial potential attracted Malaysia’s early-stage start-up influencer, Cradle Fund, which had picked Carpe Ri for its ‘Coach & Grow Programme’

Besides being eco-friendly, tasty & unique, Tan said the product could help reduce QSR’s frozen dessert costs by between 25% & 40%

“This is also where Cradle Fund sees our potential. We have the potential to grow into a US$100 million company within 10 years,” she said, adding that to-date, the company has spent RM350K of its own funds on research & development

Carpe Ri has a patent pending for their halal ‘Float On Cone’, which gives them access to the global frozen dessert industry soon

“We have registered with the Intellectual Property Corporation of Malaysia & will be extending our patent worldwide through the Patent Cooperation Treaty (PCT). “We’ll be filing for PCT in 3 months,” she said, adding that the patent application process was made easier as they were guided by experienced international consultants

On the production side, Tan said Carpe Ri has signed original equipment manufacturer (OEM) deals with regional ASEAN manufacturers, with no plans to build a factory as yet

“We do not have any direct competition & plan to co-opt as well as work with all stakeholders in the industry. For example, for soft drink manufacturers, we’ll use their syrups (for the ice cream). So, it is a win-win situation for all as we share savings through the value chain,” she replied when asked about market competition.

Carpe Ri has been involved in the ice cream industry for 4 years, reaping the benefits of the recession-resistant business

Taking advantage of a highly sought-after durian variety, the Musang King, the company sells Musang King ice cream to the Hong Kong market, which is the most expensive variety over there.

“The frozen dessert business is recession proof & worth about US$100 billion annually, with QSRs & convenience stores accounting for 20% of that market,” Tan concluded optimistically