S’pore is too small for Udders, here’s how the 16 Y/O ice cream chain is expanding globally

Earlier this year, I was in my dad’s hometown in Kelantan, Malaysia when I noticed a familiar brand in the mall. It was Udders, the beloved Singaporean ice cream brand.

I was surprised to find Udders so far from home, in a market that’s often overlooked even by Malaysian chains.

The last time we featured Udders, it had been back in 2019, years before it expanded into the neighbouring country.

Thus, we caught up with Peck Lin, co-founder and “chief milkmaid” of Udders, curious to milk more information on how the business has evolved over the years.

Due for a refresh

Currently, Udders is actually undergoing its second brand refresh, the first one having happened about six years ago.

“There are two reasons for the rebranding,” Peck Lin explains. “The first reason is to keep us relevant to a new generation.”

Designed in partnership with Parable Studio, the brand refresh involves a new logo, crafted after numerous workshops and discussions.

Describing the refreshed brand look as fun and snazzy, Peck Lin believes it adds to Udders’ wacky and quirky personality, allowing the brand to stay true to its core DNA while bringing in something new.

Still, changing a logo can be scary, since it’s so central to a brand. But sometimes, a leap of faith is necessary to stay up to date.

Adapting while staying authentic is a philosophy Peck Lin firmly stands by.

She advised, “Find the balance between being relevant to changing trends and yet having some rootedness in your own authentic voice and brand DNA in the market. I think people can intuitively sense authenticity and sincerity in any business.”

Aside from relevance, Peck Lin also shared that the refresh better captures brand elements and visual communications, creating a clearer design language for overseas Udders outlets to take reference from. 

At the time of writing, Udders’ Novena outlet is the only one in Singapore revamped to the latest brand design.

“This is very meaningful and also somewhat sentimental as Novena was also our first store we started 16 years ago with only 200 square feet of space,” Peck Lin expressed.

In time, other outlets in Singapore will also progressively be revamped to this new design.

Global jet-setters

Of course, Kelantan is not the only overseas market Udders has found itself in. Expanding abroad is core to the sustainability of the ice cream brand, after all.

“The small domestic market, the high manufacturing costs, and the tight manpower resource here in Singapore are some of the biggest challenges which have forced us to look to overseas markets sooner rather than later, and grow further afield,” Peck Lin explained.

Considering the small Singaporean market, exporting the concept of Udders has been on the founders’ minds ever since they started.

In fact, Peck Lin said a reason why they picked ice cream was because the treat is so well understood and enjoyed all over the world.

“Did we anticipate running it at this scale? Not really,” she admitted.

But what happened was that they took things one step at a time, and kept going through tough and uncertain times. With that, Udders is now being enjoyed in seven countries, as well as in the skies on Singapore Airlines.

“Sometimes, I hardly believe it,” the co-founder admitted.  

At the time of writing, Udders has five outlets in Singapore, five in Malaysia, two in Indonesia, and five in the Philippines.

“By the end of 2024, our total number of outlets in all four countries will be around 30,” Peck Lin forecasted.

Udders has been expanding by way of franchising, with four self-owned stores and the rest being franchised.

Other countries that Udders is honing in on include China, the United Kingdom, and the Netherlands.

In China, they already have their Mao Shan Wang ice cream available for online purchase, as well as physically stocked in 47 Sam’s Club Warehouse Supermarkets.

Over in the Netherlands, Udders’ vegan flavours will be available in almost 30 Amazing Oriental supermarkets by this summer. Meanwhile in London, vegan flavours are selling very well at the Singapulah restaurant.

In three years’ time, Udders is targeting to have between 80 to 100 outlets in total.

Moo-ving forward

Peck Lin recognised that the ice cream landscape in Singapore has changed a lot since it started. There are many more competitors now, making the scene much more dynamic, vibrant, and nuanced.

To keep up, Udders has had to constantly evolve while staying true to its core as one of the “OG” creameries in Singapore.

“We have stuck to our core philosophy of creating flavours that are strong and intense, and a true representation of the core ingredient used,” Peck Lin said.

A prime example of this is Udders’ Mao Shan Wang durian ice cream, first created about 12 years ago. It’s now evolved to now include a more intense version of Emperor Mao version, which uses more than 50% pure Mao Shan Wang flesh.

Peck Lin credits a part of their success to luck, too.  

“A large part has been providence or ‘the stars being aligned’ because there are so many external factors you cannot control—the right product at the right time in the right place with the right partner,” she said.

But luck favours those who put in the effort. To capitalise on luck, it takes building a great and resilient team, learning how to adapt quickly and take calculated risks, and continuously improving fundamental skills.

“Keep reflecting on what one is doing, and be honest about what works and what doesn’t,” Peck Lin recommended.

And as for some parting advice for budding entrepreneurs, Peck Lin shared, “Lastly, be prepared for a wild ride, entrepreneurship is not everyone’s cup of tea, it’s actually a lot of pain and suffering with no guarantee of a good outcome.”

“But,” she added, “There is a huge amount of personal growth that happens in the crucible of difficult crises and intractable problems.”

So, it’s not about always making the right decisions, but being able to recognise those faults and having the resilience to keep moving forward. In other words, don’t cry over spilt milk—at least it’s not Udders’ ice cream.

Featured Image Credit: Udders