Fong Yit Kaya, a popular kaya spread specialist partnered with DIA Brands to define a new brand for its kaya products. The rebrand aims to inject appeal and relevance at every level – be it in terms of positioning, packaging, flavours and messaging in response to an evolving market where younger consumers have very different needs and expectations.

We delved deep into the psyche and habits of today’s consumers and drew learning from other western spreads and overall breakfast category to uncover opportunities. The outcomes and key insights informed the overall strategy to present kaya as the much-loved choice of modern families by expanding its role beyond breakfast and tea-time occasions. With a proposition centered around “Open Up”, the brand was able to leverage on a compelling platform to introduce product innovations through contemporary and unexpected flavours that injected life and enhanced kaya’s relevance and appeal to new market segments.

To supplement the revitalised proposition, a new name was introduced. “Kayamila” represents Fong Yit’s ambitious goal to elevate the kaya category. The new name injects vibrancy into the product portfolio, and enabled the brand to stretch its influence, start anew with dynamism and energy, and raise the brand’s potential for innovation and appeal to a wider audience including the international market.

Kayamila has been very well received in overseas markets and has already been launched in Singapore all dressed in new, refreshed packaging, supported with a PR and social media strategy that is continuously engaging consumers not just on what breakfast and tea times can be, but what life can avail when we simply… open up!

“In recent years, consumers have become more adventurous and creative, trying non-conventional ideas for their food choices. We have seen traditional breakfast spreads turned into ingredients for everything  baking desserts to cooking a main course. Kaya has to evolve too, and Kayamila is taking that first step. At last, there’ll be a range of products that will bridge the generation gap and start families conversing at the breakfast table”

Ms Goh May San, Marketing & Research Manager for Fong Yit Pte Ltd.

Photo: Thomson Coburn