Can one woman’s search for allergen-free snacks for her child spark a snack brand known across borders? For Michelle Chai, founder of Kintry, that answer came straight from her oven.
Founded in 2017, Kintry is a Malaysian artisanal snack company that grew from a mother’s need to care for her daughter. What started in a home kitchen transformed into a business known for its handmade, health-conscious snacks and heartfelt storytelling. The brand’s motto, “Seriously Sedap dan Sihat” (seriously delicious and healthy), reflects its mission without gimmick or exaggeration.
A Brand Built from Grief and Grit
Michelle Chai began Kintry in the aftermath of personal loss and the challenges of single motherhood. Her daughter Amelie had severe food allergies, and safe snack options were limited. Chai took matters into her own hands—literally. She began baking allergen-free oat cookies from scratch.
These cookies were the beginning. But so was the story behind the brand name. “Kintry,” meaning kindred pantry, was chosen by her daughter. Coincidentally, it resembles the Chinese phrase for perseverance (坚持), capturing the spirit that fueled Chai’s work.
Chai drew inspiration from her late mother’s cooking journals. Recipes once scribbled for family meals became the foundation for a product line that would eventually reach major retailers and online markets across Malaysia and Singapore.
Products That Taste Like Home
Kintry snacks are handcrafted in a Halal and MeSTI certified kitchen using premium ingredients, including imported butter and no artificial additives or trans fats. Each product is created to feel like a treat from someone’s kitchen—not a factory line.
Bestselling Products
Granolas:
- Salted Butter Caramel
- Pandan Gula Melaka
- Chocolate Hazelnut
- Honey Quinoa (nut-free)
These are often enjoyed with milk, yogurt, or ice cream and are praised for being flavorful without overwhelming sweetness.
Cookies:
- Oat Cookies with Chocolate Chips
- Macadamia White Chocolate Cookies
The oat cookies hold special meaning—they were the first product, created for Amelie.
Savory Snacks:
- Salted Egg Yolk Potato Crisps
This item adds a savory kick to Kintry’s otherwise sweet-centric lineup.
Packaging That Sparks Nostalgia
Kintry’s packaging does more than hold food—it tells a story. Designed in collaboration with Malaysian artists, the illustrations reflect everyday cultural touchpoints like a “kedai runcit” (sundry shop) or a “roti man” (bread seller). These designs stir memories of Malaysian childhoods and reflect the community spirit that drives the brand.
Business Growth Rooted in Resilience
Kintry officially launched with momentum in August 2018. Early struggles included retailer rejections and low sales that failed to cover costs. But Chai, supported by her business partner Andy Wong, pushed forward.
A breakthrough came during the Chinese New Year in March 2020. The pandemic became an unexpected catalyst for online growth. Kintry increased its digital footprint and gained new customers when physical shopping was limited.
Retail partnerships followed. Kintry products are now available at:
- Ben’s Independent Grocer
- Village Grocer
- Watsons
- Shell
- Petronas
The business also embraced vending machines through a partnership with My Fit Box, and entered the frozen yogurt scene through a collaboration with Llaollao, where Kintry’s Honey Quinoa Granola serves as a topping.
Giving Back Through Kintry Kindness
Kintry is more than a snack business. Chai’s “Kintry Kindness” initiative focuses on supporting refugees and underserved communities. The brand partners with groups such as Sze Women Of Hope and UNHCR, providing classes and aid to refugees.
The team donates snacks to food banks and homeless shelters. During the pandemic, Kintry sent cookies and PPE to hospitals. Chai’s mission includes empowering women to believe in their own potential, using her platform to encourage self-confidence and community-driven change.
A Presence in Singapore
Kintry snacks are available to Singaporean consumers through several major platforms:
- Shopee Singapore: kintry.sg
- Lazada Singapore (RedMart)
- Amazon.sg
- Klook (with direct delivery from Malaysia)
- Food Discovery Singapore
Most shipping is handled from Malaysia, and while customers may encounter import duties or taxes, access to Kintry’s snacks is simple and direct.
Challenges That Refined the Brand
Kintry faced setbacks that forced strategic changes. Early packaging led to short shelf lives and unnecessary waste. The solution was a switch to full foil packaging to preserve freshness. Exporting also brought hurdles, but each challenge shaped Kintry into a brand with stronger systems and deeper insight.
Chai has been transparent about the emotional and financial toll of starting a business. She has spoken at entrepreneurial events and joined programs like Entrepreneur Org and Endeavor Malaysia to gain knowledge and support while scaling the company.
What’s Next for Kintry
Kintry plans to expand its product range and reach more international markets. But even as the brand grows, the values remain intact: personal care in every batch, strong community roots, and a drive to create snacks that feel like home.
Michelle Chai didn’t build Kintry to compete in a global snack war. She built it to care for her daughter. That care now extends to every customer who opens a pack of granola, a cookie, or a salted egg crisp—and finds more than just a bite.
