This S’porean sells organic juices in wine bottles – now stocked in 16 local supermarkets

Ernany Siregar Jasmin’s father, a police officer and a dedicated marathon runner, always instilled in her the importance of a healthy lifestyle from a young age. However, he faced a significant turning point in his life when he unexpectedly passed away from a heart attack when he was only 13 years old.

Although initially inspired by his father’s healthy lifestyle, Ernany continues to prioritize healthy eating because of its effectiveness as he finds himself one of the breadwinners for his family after his passing. Choosing vegetables over meat and preparing simple, budget-friendly meals costing as little as S$3 has been her way of maintaining a healthy diet, as she juggles school and work.

Little did he expect that this embrace of a health-conscious lifestyle would serve as the catalyst for his entrepreneurial journey.

After saving enough funds, Ernany enrolled in nursing school at the age of 18 and later became a nurse at the Singapore General Hospital. However, five years later, she decided to leave her life in Singapore and move to Germany to be with her partner, whom she met through a mutual friend.

Starting from scratch in a foreign land, she sought to make new friends and connections at local farmer’s markets, where she was inspired by fresh produce and local artisans to create something of her own. Using her knowledge as a former nurse, she experimented with different blends of juices, which contained ingredients that could help support immunity and digestion.

The journey that began with his father’s inspiration eventually led Ernany to forge his own path with WOLF + WALD, blending his passion for healthy living, affordability, and a deep appreciation for fresh, locally sourced ingredients.

Establishing a healthy, delicious alternative to sugary drinks

WOLF + WALD organic blackcurrant juice / Image Credit: WOLF + WALD

WOLF + WALD is a beverage company specializing in the production of 100 percent natural juices with no added sugar or sweeteners, providing its customers with “a healthy and delicious alternative to the sugary or artificially sweetened beverages prevalent on the market”.

These juices are sourced directly from farms in Germany, and packaged in wine bottles designed to be reused up to 50 times.

Although the 37-year-old initially intended to launch WOLF + WALD in Germany, his market research yielded little opportunity for growth in the country as other organic juice brands were already widespread in Germany. That’s when he remembered a silver lining: his homeland, Singapore.

WOLF + WALD sparkling elderberry juice/ Image Credit: WOLF + WALD via Instagram

That said, establishing WOLF + WALD in the city-state was not without its challenges. In Singapore, pure juices are not yet a common food product, unlike tea and coffee.

Hence, the company introduced a range of tart flavors, such as Aronia, Blackcurrant, and Cherry in elegant wine bottles, to pique consumers’ curiosity and generate excitement as one of the leading beverage brands providing pure juices.

Moreover, navigating Singapore’s competitive and saturated beverage landscape proved to be a major hurdle, especially considering the presence of established MNCs such as Nestle, P&G and Kraft. These companies have extensive resources, established distribution networks and strong brand recognition, capturing most of the market share in Singapore.

However, Ernany is sure that WOLF + WALD’s unique approach to the health of its customers using natural products and sustainability sets the brand apart from these industry giants.

WOLF + WALD launched at the height of COVID-19

WOLF + WALD’s sparkling elderberry juice (pictured left) and sparkling elderflower juice (pictured right)/ Image Credit: WOLF + WALD

WOLF + WALD launched in August 2020, at the height of the pandemic — a time marked by significant uncertainty and widespread shutdowns. Because of this, Ernany admitted that he had to “moderate his expectations” for the launch.

The company’s supply chain has been affected by the lockdowns, which presents challenges for Ernany in sourcing ingredients from Germany. This, in turn, had a direct impact on WOLF + WALD’s beverage production capabilities.

However, the company quickly adapted to address this issue. It has diversified its supplier network by establishing relationships with additional farms to ensure a reliable and continuous supply of ingredients. Furthermore, WOLF + WALD has bolstered its inventory levels as a precaution against future disruptions.

As this is an era when people are turning to online channels to fulfill their needs, the company is also leveraging digital channels and enhancing its logistics capabilities to reach consumers at their homes with direct home deliveries.

WOLF + WALD’s organic apple juice (left photo) and organic aronia juice (right photo)/ Image Credit: WOLF + WALD

However, the pandemic wasn’t the only thing Ernany had to navigate — the entrepreneur was also in the midst of welcoming her newborn at the time.

Launching a business at the same time as welcoming a baby is a very important time, and that time is a little fuzzy. Juggling the demands of a new business and a new baby is very difficult, and requires tremendous dedication and flexibility to cope with it.

– Ernany Siregar Jasmin, CEO, WOLF + WALD

It saw 20 percent revenue growth year-on-year

While the launch may not have been met with explosive growth, it laid a solid foundation for Ernany. Since then, he has continued to expand WOLF + WALD, remaining committed to the brand’s mission to provide eco-friendly and healthful beverage options.

Since its inception, WOLF + WALD has successfully reused more than one million bottles, contributing significantly to reducing waste. In terms of sales, the company has seen steady growth, recording an impressive year-on-year revenue increase of 20 percent.

Today, WOLF + WALD products are sold in 16 supermarkets across Singapore, including FairPrice and Ryan’s Grocer. The business has also expanded its offerings to include an online marketplace, MARKT by WOLF + WALD, which distributes for 21 other local and European independent F&B brands.

WOLF + WALD’s organic aronia juice (left photo) and organic apple juice (right photo)/ Image Credit: WOLF + WALD via Instagram

Down the line, Ernany shared that WOLF + WALD aims to bring its 100 percent, natural juice to more households not only in Singapore, but around the world. “Our plan is to tap into more markets where consumers value high-quality, sustainable products,” he said.

At the same time, the company also plans to diversify its product line and explore other natural beverages in line with their brand philosophy of sustainability and health, including new flavors, blends and entirely new beverage categories.

In the area of ​​sustainability, however, Ernany acknowledges that there is more work to be done. Although its reusable bottles represent a significant step forward, he believes that WOLF + WALD will further improve its skills.

This could include sourcing more ingredients locally when possible, optimizing production processes to improve energy efficiency, or even introducing alternative reusable packaging options.

Ernany’s ultimate vision for WOLF + WALD is to establish the brand as a prominent and influential player in the F&B industry that not only provides delicious and healthy drinks, but also sets the standard for sustainability and responsibility.

We envision a future where consumers don’t have to choose between fun, health, and sustainability — they can have it all at WOLF + WALD. We want to change the way people think about their drink, one bottle at a time.

– Ernany Siregar Jasmin, CEO, WOLF + WALD

Featured Image Credit: WOLF + WALD

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