Hey! Chips Debuts Singapore's First Clean-Label Freeze-Dried Fruit Bites

Singapore-based clean snack brand expands into freeze-dried category with a yoghurt-fruit hybrid product now stocked at Cold Storage and CS Fresh, signaling growing retail demand for minimally processed, additive-free snacking options.

Hey! Chips, an award-winning clean snack brand, has launched Hey! Fruit Bites, a freeze-dried snack combining fermented yoghurt and real fruit — marking the brand's first entry into the freeze-dried category and positioning itself within Singapore's growing clean-label snacking segment.

The product launch, announced on 16 April 2025, addresses a gap the founders identified firsthand: a lack of baby and family-friendly snacks free from artificial flavorings, concentrates, and industrial additives such as thickeners, binders, and preservatives — ingredients commonly found even in dedicated baby snack aisles.

Product Innovation: Science Meets Simplicity

Hey! Fruit Bites is formulated with 60% fresh yoghurt fermented in-house and 40% real fruit slices, freeze-dried at -30ºC to retain up to 97% of nutrients. The result is a crunchy, melt-in-the-mouth snack that delivers probiotic and superfood benefits without added sugar or industrial processing aids — a formulation approach that reflects broader industry movement toward functional, minimally processed snacking formats.

"In a market flooded with overly processed snacks, we saw a gap for something clean and enjoyable," said Emily, co-founder of Hey! Chips. "We wanted something our baby could enjoy, but we also found ourselves snacking on it in the office, at home, and even on hikes. It's the kind of snack that grows with you."

Hey! Fruit Bites launches in four variants — Strawberry, Mixed Berry, Mango Banana, and Mango Passion — combining fermented yoghurt and real fruit in a freeze-dried format.

Multi-Demographic Positioning

Rather than targeting a single consumer segment, Hey! Fruit Bites has been positioned across multiple use cases — from baby and toddler snacking to office pantries, school bags, and outdoor/travel snacking — a strategy that broadens retail shelf relevance and reduces category dependency on any single demographic.

The snack is available in four variants: Strawberry, Mixed Berry, Mango Banana, and Mango Passion, and is currently sold exclusively through Cold Storage, CS Fresh, and online platforms across Singapore.

Hey! Chips Credibility Built on Award Recognition

Founded in 2018 by former architect Emily Chu and engineer Hayden Wu, Hey! Chips has built its reputation on simple-ingredient snacking, earning seven UK Great Taste Awards — a credential that lends weight to its expansion into the freeze-dried format and may support future retail and export conversations across the region.

 Hey! Chips founders Emily and Hayden at Everest Base Camp — the adventurous duo behind a brand built for clean eating and outdoor living.

What This Means for the Industry

Hey! Fruit Bites' launch reflects several converging trends relevant to B2B stakeholders across Asia's food and retail sectors:

• Clean-label demand is expanding beyond adult snacking into family and infant categories, an area historically underserved by additive-free options.

• Freeze-drying technology continues to gain traction as a processing method that balances nutrition retention with shelf stability — a format increasingly attractive to retailers seeking differentiated, premium snack SKUs.

• Multi-occasion product positioning (baby to adult, home to outdoor) offers brands a way to maximise shelf space efficiency and consumer reach without fragmenting SKUs by demographic.

As clean-label and functional snacking categories continue to grow across Southeast Asia, Hey! Chips' entry into freeze-dried fruit-yoghurt bites offers a case study in how founder-driven, problem-solving innovation can carve out new retail categories — potentially setting the stage for regional expansion beyond Singapore.