WOAH! taps DIA Brands to launch protein ice cream in Singapore

WOAH!, a protein ice cream company, has partnered with DIA Brands for its launch in Singapore. The product was developed in line with the government's initiative to raise awareness for the rise in diabetes and obesity, with Singaporeans opting for healthier choices and less sugar.

DIA Brands was tasked to conceptualise the brand strategy and launch activation, as well as set an international tone for the home-grown brand. Among the list of duties include visual identity, integrated communications, digital, publicity and an activation in concert with specialist partners. Working together with DIA Brands, WOAH! has positioned its ice cream to be a recommended dessert or meal supplement option for busy executives on-the-go and patients recovering from surgery. It also works with PR consultant Melody Chong, activation agency VMSD and digital agency Leftfield.

It aims to address the gap of a healthier ice cream choice with an optimal and all-rounded nutrition label compared to other conventional brands focused on only lowering sugar and calories. WOAH! has outlets at Marina One and Raffles Place MRT xchange, and its products are also available at selected NTUC FairPrice outlets Sports Hub, Orchard Grand Court, Sun Plaza, Singpost, Rivervale Mall, and Tampines Mall.

WOAH! founder Edward Foo said there has been an increase in demand for high protein related products in Singapore at major supermarket chains, similar to the growth in the organic category. Common products such as milk, cheese, cereal and pasta now have protein enriched options as consumers seek alternative sources for their intake, he noted.

Meanwhile, DIA Brands MD Dinesh Sandhu said: “This is our proudest work of 2019 thus far. Being true to our mantra of in Building Remarkable Brands, we have conceptualised the WOAH! brand for the long haul with a view of an expanded portfolio that will include shakes and other healthy food products very soon."