Trendy Hippi recognized a key alternative in prompt espresso
Most of us want a caffeine increase each morning to begin the day—and in Singapore, there’s no scarcity of choices. The market is crowded with each worldwide chains and homegrown espresso startups, making it a extremely aggressive and fast-growing business.
Nonetheless, Deepak Menon believed that the business had overcomplicated the straightforward ingesting expertise and that prompt choices have been of decrease high quality.
“I felt like a easy espresso had turn into extraordinarily sophisticated with the foundations. Even if you wish to have an honest cup of espresso, it’s numerous costly machines and methods,” he added.
Decided to create an answer that’s each handy and brings cafe-quality espresso to the plenty, Deepak teamed up with Jae Tan, pooling S$150,000 of their financial savings to begin Trendy Hippi in Dec 2023.
The pair additionally obtained extra funding from Anna Lysenko, Deepak’s spouse, who ultimately grew to become the enterprise’s CEO. Vulcan Put up spoke with Deepak and Anna to learn the way Trendy Hippi differentiates itself in Singapore’s crowded espresso scene and past.
Making a fuss-free, cafe-quality espresso
Other than choosing and roasting espresso beans, Trendy Hippi makes use of freeze-drying to create its espresso granules, by which concentrated brews endure fast freezing and drying to type crystallised espresso granules. Doing so not solely preserves the aroma of the unique espresso beans but additionally permits clients to brew their espresso with both sizzling or chilly water.
“Immediate espresso was one house the place we felt a critical hole within the present course of, which was numerous low-quality beans used with heavy chemical compounds and preservatives. So we felt that we would have liked to carry a high-quality product right here that may mix the liberty of getting espresso however is just not restricted by the foundations of pricey methods and machines,” added Deepak.
Whereas a number of espresso manufacturers have since mixed tech improvements and launched their very own espresso experiments, Trendy Hippi goals to make consumption easier with out compromising high quality—in different phrases, providing the comfort of prompt espresso with the cafe-level high quality by freeze-drying.
“We don’t have to rediscover [coffee]. We have to simply ship the perfect product, and the remaining will probably be taken care of by the group,” defined Deepak.
To determine high quality in its espresso choices, the enterprise sources its beans from recognized farms in a number of nations, together with Brazil, Colombia, Ethiopia, and Uganda. The beans are processed and manufactured in two factories in Shandong, China, and Vietnam earlier than being shipped to Singapore.
Deepak shared that they devoted six to eight months of R&D, with quite a few rounds of style assessments earlier than launching their merchandise in Could 2024, and Anna jokingly mentioned she bought sick of the beverage. “It’s probably the most espresso I’ve ever drunk in my life,” she shared with amusing.
Navigating management & infrastructure adjustments
In Oct 2024, Jae selected to step down from the enterprise to spend extra time along with his household and pursue different enterprise endeavours. He formally handed over the operations to Anna, who took over as CEO.
Nonetheless, Anna understood that the function carried a heavy quantity of accountability and had her reservations. “Wanting on the potential of the corporate, I used to be fairly intimidated,” she candidly revealed.
“It might be a misinform say that I jumped in and mentioned ‘oh my god, it’s a superb alternative!’ and I’m going with it. Completely not.”
However the supply got here in at a time when the enterprise was evolving shortly, which prompted Anna to leap in regardless of her preliminary reservations. She leveraged her previous expertise in human useful resource administration throughout companies worldwide, in addition to her personal natural merchandise model, Aware Residing, to ascertain SOPs that streamlined operations.
“If issues keep advert hoc, you will be unable to develop the corporate,” emphasised Anna.
It made a S$500K income in 2025
The dedication to getting the product and inner processes straight paved the best way for the enterprise to develop. Right this moment, Trendy Hippi has expanded past its e-commerce platform, promoting its merchandise on Lazada, Shopee, and TikTok Store.
The startup has additionally diversified its income streams to brick-and-mortar and B2B. It has participated in pop-ups, shopper markets, and expos to ascertain its offline presence, which led to a partnership alternative with Dubai-based on-line beverage market PerCup.
Initially, Deepak shared that Trendy Hippi focused gym-goers as its core viewers, as they typically wanted a fast caffeine repair that may very well be simply combined into chilly water or protein shakes.
By eradicating the necessity for warm water or brewing gear, the model positioned itself as a handy choice for these trying to get pleasure from espresso seamlessly throughout exercises, resulting in partnerships with health institutions reminiscent of REVL for pop-ups.
Whereas Trendy Hippi initially discovered traction amongst gym-goers, its emphasis on simplicity and comfort quickly resonated with a wider viewers, together with professionals looking for an environment friendly espresso answer and older customers looking for high quality espresso with out the trouble of machines or sophisticated brewing rituals.
“The variety of subscriptions began growing, and the enterprise began rising fairly closely,” added Deepak.
That mentioned, Anna revealed that the enterprise has additionally gained its fair proportion of sceptics, who’re fast to dismiss it as simply one other prompt espresso model. In response, the staff launched starter packs priced at S$9.90 and S$10.90 (for the combined starter pack) for six pods.
“It turns into a simple purchase,” she mentioned. “The bulk are very shocked and find it irresistible, after which they purchase 24 pods and even go for subscriptions.”
Since releasing its merchandise in Could 2024, Trendy Hippi’s freeze-dried espresso is now offered at 14 Chilly Storage retailers in Singapore, too, and provided to native cafes, pubs, places of work, and academic establishments.
As a bootstrapped enterprise, these methods have enabled the corporate to generate half one million in annual income in 2025. Anna and Deepak additionally shared ambitions for the enterprise to earn double that determine this yr.
Rising past Singapore
Moreover establishing itself in Singapore, Trendy Hippi has began testing its merchandise in abroad markets. Early promoting campaigns within the US have indicated robust shopper curiosity, which the model is utilizing to validate demand somewhat than rush into full-scale enlargement.
Going international additionally meant that Anna and Deepak wanted to rethink their sustainability methods. Presently, Trendy Hippi has a pod return initiative that features a reward factors system to incentivise recycling.
Nonetheless, replicating that system abroad proved logistically difficult. Thus, the staff has determined to revamp its packaging utilizing regionally recyclable supplies, guaranteeing that the model’s environmental commitments stay sensible and scalable.
Regardless of the challenges, Deepak shared that clients can count on to see the choice packaging inside the subsequent couple of months and reiterated that, as a bootstrapped enterprise, it’s extra vital to make sure it might develop by itself earlier than taking in any exterior funding and increasing internationally.
“Right here, we’re extraordinarily cautious as a result of it’s our firm, it’s our cash,” emphasised Deepak. “We need to ensure that our cash must be correctly managed, in order that any exterior investor can have faith that it is a self-sustaining firm.”
Be taught extra about Trendy Hippi right here.
Learn extra tales we’ve written on Singaporean companies right here.
Featured Picture Credit score: Trendy Hippi
