This food safety standard is also stressed by our former interviewee at Safe Food Corporation, a producer of pasteurised eggs in Malaysia. Pasteurisation is a process where foods are treated with mild heat to eliminate pathogens that may be present inside ingredients. Raw cookie dough contains bacteria such as Salmonella and E.Coli because of eggs and flour which makes them unsafe to be eaten raw.Īware of this, Michelle explained, “To The Heart’s edible cookie dough is made with pasteurised ingredients instead which means that there are no raw ingredients in our edible cookie dough, it safe to be eaten as it is.” While the process of making edible cookie dough is similar to baking cookies, there’s one big difference in the ingredients used.Īn instance where you’re literally encouraged to dig in / Image Credit: To The Heart.Co Customers are a source of inspiration as well, as they can provide input on what flavours they’d be interested in. When conducting R&D for new flavours, Michelle turns to experimentation and online tutorials to weigh out each outcome. Hence, she often operates To The Heart only on the weekends. It’s not raw cookie doughīeing a university student, Michelle’s schedule is often packed with lectures, assignments, extracurricular activities, and exams. She could also get immediate and honest feedback, rather than relying on theories and analyses based on observing other similar businesses that were around at the time. It was a much safer move to start off with familiar cookies first, since it helped her build an audience that she could test the reception of her cookie dough on. That was the market validation Michelle needed to further explore this vertical. Starting with edible cookie dough flavours of 3 chocolate variations, it received ample support from customers. In 2020, the baker decided to expand her product offerings with a few flavours to test the market’s response. The business began with baked cookies / Image Credit: To The Heart.Coīut the yearning to sell cookie dough remained. So, when she first launched To The Heart in 2019, the 20-year old only sold baked cookies. From cookies to doughĭespite discovering her liking for edible cookie dough during a trip to Australia, Michelle was unsure of Malaysians’ preferences in the dessert. Such scenarios point to Malaysia’s edible cookie dough acceptance as still being weak, but online cookie business, To The Heart.Co (To The Heart) isn’t discouraged.įounder Michelle Ho believes that it’s still a niche and even a new market, and so she takes customer feedback to continuously improve her offerings. While few local brands have appeared to leverage it, not many have sustained their presence.Įxamples include Lick A Spoon which closed its outlet amidst the pandemic with no additional updates, and Doh Malaysia which seems to be inactive on Twitter with a now-defunct website. Edible cookie dough was once a trend in the F&B scene a couple of years ago.
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