F&B retailer Mr Bean has teamed up with ice cream brand Udders, in a bid to produce, serve and export dairy-free soy ice-cream. The two brands will be launching a co-branded cafe store at Sentosa’s Beach Station in February 2019. In a statement to Marketing, a spokesperson said Sentosa is a “synonymously Singaporean” location, leading to the opening of a combined store.
Besides traditional methods, the team will leverage on social media reach of both companies to market this collaboration. Apart from ice cream cups being sold in selected Mr Bean outlets and through online platform, selected ice cream flavours will also be available in supermarket channels. The two retailers will be carrying each others’ products in outlets, as well as joint distributions through supermarkets and convenience stores. Some of the ice cream flavours both brand will carry is, the original soy, durian, Oreo cookies and salted gula melaka.
This partnership is in light of a recent call by Finance Minister Heng Swee Keat for Singapore Small- and Medium-sized Enterprises (SMEs) to step up collaboration in the face of digital disruption and in its efforts to expand globally.
Loh Jwee Poh, founder of Mr Bean said that when compared to larger companies and MNCs, SMEs have fewer resources to achieve the efficiencies and cost advantages. “We hope to leverage on each other’s networks, distribution channels, logistics, production capacity and brand equity to increase sales and presence in Singapore and the region,” he added.
“We are super excited about this collaboration between two established Singapore brands, to find ways to increase economies of scale for mutual benefit,” Wong Peck Lin, founder of Udders Ice Cream said.