English clotted cream is a niche product, yet this M’sian has dedicated 14 years to it

Try ask any Malaysian you meet on the streets if they know what English clotted cream is and chances are, they wouldn’t.

From its name alone, you could probably guess that it’s a dairy-based product from England, but what could it possibly look like, much less taste like?

If it’s still this rare and unfamiliar now, imagine how impossible it would’ve been to find over a decade ago. Hussein himself learnt this first-hand in 2009.

He had been searching high and low but could not find the one item of his desire to eat with scones—English clotted cream.

Instead of giving up though, he rolled up his sleeves and made his own. That was the start of Jozie’s Homemade Clotted Cream (Jozie’s). But you might still be thinking…

So what is English clotted cream?

English clotted cream (also known as Devonshire or Cornish cream) is a clotted cream that hails all the way from England.

A thick, rich, and yellowish cream made from unpasteurised milk, this cream is unlike anything that you’ve probably had with scones locally. 

“I found it very frustrating that most cafes here in Malaysia served scones either with just butter, or at best, with fresh whipping cream,” Hussein said.

Equipped with a background in the hotel culinary industry, he started experimenting in his own kitchen. Countless recipes were tested with different dairy ingredients for two years, until one day, he successfully whipped up the perfect batch of clotted cream.

“[It] resulted in me gaining a few more inches around the waist,” Hussein joked. “I finally came up with what my mother (Josephine, or Josie), who is English, would say is 90% close to the real thing.”

Whipping up the business

Figuring that others might be interested in trying his clotted cream, Hussein began posting about it on his blog.

This was a strategic move on his part as the blogging sphere back then was much more active than it is today. Orders came flooding in and Hussein’s side business was launched.

Then called MY Devonshire Homemade Clotted Cream, the brand has since changed its name to Jozie’s Homemade Clotted Cream. This personal touch serves as a tribute to his mother (nicknamed Josie by his grandparents) and reflects the history and tradition of the product.

“She had fond memories of having tea in Devon with granny and granddad, which included home baked scones, Devonshire clotted cream, and strawberry jam. Jozie’s Homemade Clotted Cream is dedicated to that memory,” Hussein explained.

His first big break came in 2014 when Janet, the owner of Tipsy Brew O’Coffee, sent an SMS to enquire about his clotted creams. Since then, Jozie’s Homemade Clotted Cream has also been supplying Janet’s second venture, 23.5 Coffee Roastery.

Following that, he was approached to form a partnership with Kenny Hills Bakers in 2020. Hussein now supplies to all of its six outlets. So if you ever visit any of these establishments, just know that the clotted cream being served with your scones is by Jozie’s.

“Having it will bring back memories of those who have had the real thing in the countryside of Devon and Cornwall. The trick here is to have lots of it,” Hussein shared.

It pays to be prepared

Although new to the F&B entrepreneurial industry, Hussein did not go into the clotted cream business empty-handed. 

His past experience as the dealer for an “as seen on TV” business and other innovation-related ventures guided him. His involvement in MACRI (Malaysian Association of Creativity & Innovation) since 2007 also gave him the confidence needed to build up Jozie’s Homemade Clotted Cream.

“My belief is that this is my calling… to be involved in innovation,” he remarked.

The clotted cream he made 14 years ago is a testament to this. Through improvisation and adaptation of the traditional recipe, he was able to craft one that better suited what we like here.

“I think [it] would surprise the English people. I guess it’s like finding out there’s a type of ‘belacan’ that’s made in England,” Hussein joked.

Despite the slight differences in texture, the end product of Jozie’s Homemade Clotted Cream is said to taste “just the same”. Some of his repeating customers include expats who have vouched for this claim.

There’s more to come

Jozie’s Homemade Clotted Cream is currently sold online together with scones and jams that are also made locally. As for the ingredients, only the ones from GMP, HIACC, and halal-certified manufacturers are used. 

This rare English condiment that was once made in Hussein’s home kitchen is now produced at a dedicated shoplot outlet. Located in Bandar Saujana Utama, the name Jozie’s Kitchen is another ode to his dear mama.

He remains the frontman and is supported by family members and one full-time staff. The small scale of this business has allowed him to continue his work as a trainer in the realm of creativity and innovation, and Hussein has already proven his dedication to continue creating English clotted cream.

Acknowledging that Malaysia has a relatively small market for English clotted cream, he’s looking to ramp up production capability to first cater beyond the greater Klang Valley. His bigger goal is to venture past our borders and make this his full-time business.

“Starting with Singapore, Australia, New Zealand, and beyond. Who knows, Jozie’s Homemade Clotted Cream might one day be available in Harrods, London in the not-too-distant future. That would make a great story, wouldn’t it? Malaysia Boleh!”

Featured Image Credit: Jozie’s Homemade Clotted Cream