Homegrown foodtech startup Float Foods appoints dentsu Singapore as GTM brand and digital strategy partner

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Dentsu International (dentsu) has been appointed by Singapore-based, home-grown foodtech startup, Float Foods, as brand and digital strategy partner to power the commercial launch of Asia’s first plant-based whole egg product, OnlyEg. dentsu Singapore will be responsible for developing the product’s go-to-market brand strategy, identity, design and launch campaign in Singapore in 2022.  

Vinita Choolani, Founder and CEO of Float Foods, commented, “COVID-19 has highlighted a burgeoning food security problem, especially in Singapore. Very early on, we identified a critical need for Singapore to plug that gap to ensure the long-term safety of our food ecosystem. Equally important, we recognised that it needed to be done in a clean and sustainable way that allowed people to eat healthily and economically. That was why Float Foods was born and our breakthrough plant-based whole egg protein product will be able to change the way eggs are consumed in Asian cultures where it is a key diet. 

“Yet, any game-changing product and technology requires radical collaboration with partners who believe in it. It has therefore been important for us to work with investors and partners who appreciate our vision to advance Singapore’s food ecosystem. That is why dentsu Singapore is a clear choice for us as a partner for the launch of OnlyEg. Its appreciation of Float Foods’ longer-term value to the food landscape in Singapore, combined with dentsu’s capabilities in brand and digital strategy, was a strong proposition for us. We look forward bringing this to launch together.”

Float Foods has raised S$2.2 million in seed funding and is collaborating with research and development agencies in Singapore to optimise OnlyEg for commercial readiness by 2022. The foodtech start up also plans to roll out more plant-based products in Singapore and the region in the next two years.

Prakash Kamdar, CEO of dentsu Singapore, also commented, “dentsu Singapore is committed to being a force for good and growth. Our focus is on helping businesses achieve good for growth but it is not every day that you get to work with a partner who is positively revolutionising the landscape in which it operates in. As such, we are incredibly delighted to be able to support Float Foods in its go-to-market strategy and execution as it champions change in the way we manage food supply and security in Singapore while taking care of the environment. We are grateful for the confidence placed on our ability to bring our integrated thinking and capabilities to the table. Our team has a deep appreciation for Float Foods’ vision and principles, which will be applied in building a strong brand strategy that will help to successfully launch OnlyEg to the market once it is ready.”

As a force for good and growth, dentsu Singapore is exploring further opportunities to help businesses, including startups born to be a force for good, to transform and scale their capabilities for meaningful progress.