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There is something about me and soy. I grew up drinking it, which is perhaps why people say “I am blessed with good skin”. That is really kind of strange for a guy to hear. Some people still call me the ‘Tau Hway Boy’ or ‘Tau Hway Blogger’ after a blogging incident last year.
And now, there is AmaSoy.
The story is very simple actually. Early this year I got to try AmaSoy when a friend recommended. I was as usual in my skeptical mood (huh, another one of those soy brands?) and became surprised at how smooth and slippery it tasted. It really tasted good, especially when chilled… BUT the truth was I have never heard of AmaSoy.
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The founder told me that ‘Ama’ means ‘sweets’ in Japanese and also ‘grandmother’ in the Chinese dialect (Ah, a smart and catchy name.) After stumbling upon a delicious bowl of Tounyu soy pudding in Japan that also reminded of what she had with her grandma, she got a Japanese Chef to recreate that ultra-smooth texture and subtle taste after countless experiments.
So how did I come in?
I can’t remember exactly how and why, but made certain suggestions there and then (in my usual food blogger critique mode). “Since it is Japanese in flavour, why didn’t you have matcha, or even matcha with red bean?”
One thing led to another, and we ended up creating and brain-storming several flavours together. Like several.
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I don’t say I am an expert in food, or cooking for that matter at all. All I knew was one simple rule. At the end of the day, the basis is simple – use only quality and fresh products, nothing artificial, nothing fake and the product will be good.
So we ended up sourcing matcha all the way from Kyoto Japan to create the matcha soy puddings, and used real mangoes with diced mango fruits to create what I would call “Mango-Mango”. I am sure you have your fair share of eating some desserts that tastes fake or cheap – I didn’t want that to happen.
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The Strawberry flavour was the most interesting ‘discovery’. We created a version with strawberry fruits, another with a jam-like texture seen in your strawberry cheesecakes. Each version felt that there was something missing. Then we experimented with mixing the two up… and *tadah* a really special strawberry jam with strawberry fruit pudding.
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And AmaSoy now comes with both Collagen and Omega3 (DHA), probably the first pudding in Singapore (and perhaps the world).
I am personally envious of older people who look so radiant with everlasting youth. So I casually asked this girl friend of mine her age and was totally shocked. Her actual age was 30+++ but she looked like she just graduated from Uni! “What’s your secret?!”
And she said… Collagen.
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Turns out the boss of AmaSoy (who refuses to tell me her age, but I can make a wild guess from her years of experience) is also a fan of Collagen, and her skin is really supple and smooth, exactly like the Japanese tai-tais. No kidding.
So presenting the AmaSoy Collagen soy puddings, the final product created after months of trying with the team and trying hundreds and hundreds of versions. I am not exaggerating about the amount of effort we put in.
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We also created a new Hokkaido soy milk series which is somewhat like your familiar soy milk drink, but added with a delicate silky texture of creamy Hokkaido milk. My personal favourite flavours? Azuki red bean and Matcha.
As with any food products, there will be compliments. there will be criticisms. I do hope that you can give it a try and tell me what you think. The price is pretty affordable at $2 ($2.50 with toppings) considering what quality ingredients go inside.
I am no food or marketing guru. I just tell myself that I have to believe – that if your product is good, it will take off.
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AmaSoy
Clementi – Clementi Ave 3 Blk 442 #01-93
Great World City #B1-16/17 (inside Food Junction)
Orchard – Ion Orchard #B4-64 Orchard Turn
Serangoon – Serangoon NEX, 23 Serangoon Central #02-04/06
Jurong – Jurong Point 2 #03-42/47 (Soy Puddings only)
Tampines – Tampines One, 10 Tampines Central 1, #04-15 (Soy Puddings only)
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