Its bestselling Earl Grey kaya contains about 50% less sugar and more eggs than the typical supermarket version.
While kaya recipes across South East Asia vary, most commercial brands average 40g sugar and 20g eggs per 100g.
Kaya Rebel uses at least 35g eggs and less than 20g sugar per 100g, producing a higher-protein, lower-sugar kaya.
“Our kayas have more protein and less than 20g sugar per 100g – that’s at least 50% less sugar than other commercial brands. We’re able to retain the sweetness and flavour because we use Okinawan brown sugar, which is less sweet than refined table sugar. It also has a slight bitterness and a more earthy tone with a layer of sweetness,” co-founder Leon Lim told FoodNavigator.
The brand’s second anchor flavour – the Okinawa brown sugar kaya – mirrors the caramel-rich profile of Hainanese kaya, traditionally made with caramelised white sugar or gula melaka. The flavour similarity makes it both familiar and distinctive.
Lim explained that the health benefits of Okinawa brown sugar is a bonus since consumers are now health conscious and want more nutritional value in their food.
The healthy, clean label appeal of Okinawa brown sugar
Many believe Okinawa brown sugar can provide stress relief and boost immunity. It is also rich in minerals including iron, calcium, and potassium. Some have linked this to the longevity of Okinawan residents.
Okinawa brown sugar is less processed than table sugar, helping it retain more minerals such as iron, calcium and potassium, as well as some B vitamins.
Kaya Rebel’s reformulations aim to preserve South East Asian culinary heritage while introducing global flavours that elevate the traditional spread.
Global inspiration for international tastebuds
Earl Grey kaya is designed for English teatime pairings, while the Okinawa brown sugar version brings a Japanese influence. These flavours depart from the norm and offer something new.
“Such pairings are familiar yet unfamiliar to consumers – the ingredients and flavours are not new, but the combinations are unusual. This creates excitement and novelty for those who are more adventurous,” said Lim.
Apart from its three anchor flavours – traditional pandan, Earl Grey, and Okinawa brown sugar – Kaya Rebel also makes seasonal flavours available for a limited time.
Earlier this year, Lim and his co-founder Nicholas Koh, created a mango kaya inspired by Thai mango sticky rice – it was a hit with customers.
The pair also drew from ondeh ondeh – a traditional Nonya snack of gula melaka–filled glutinous rice balls coated in grated coconut – to craft a special kaya celebrating Singapore’s 60th National Day. The kaya included crunchy gula melaka bits for added texture.
These ingredients are regionally sourced and there are no preservatives in the kayas. This puts Kaya Rebel products on the premium range at SGD7 for a 150g jar, sold at a pop up store that ran from June to July earlier this year.
Lim and Koh currently operate from a home-based kitchen and do bulk orders.
They are aiming for wider retail presence by Q2 next year, including airports and overseas supermarkets.
To export, they may introduce preservatives or adjust formulations to extend shelf life.
“If we want to expand beyond Singapore, we’d have to do things differently – such as making it an ambient product or adding preservatives. We’d aim for about six months shelf life without altering the flavour too much,” said Lim.
“Currently, I’d recommend storing our kayas in the fridge for no more than two weeks for optimal taste. We’ve tried keeping them up to three months and it was still safe to eat, though the flavours are no longer as fragrant.”
Lim and Koh draw inspiration from their culinary experiences. They were both MasterChef Singapore contestants – Lim was first runner up in 2021 while Koh was a finalist in 2018.
Their love for cooking and passion for spreading South East Asian flavours globally are what motivate them.
“At Kaya Rebel, we believe tradition deserves reverence, but also reinvention,” said the founders.
“We’re not just making kaya; we’re starting a delicious rebellion that invites you to rediscover familiar flavours in unexpected ways. From toast to desserts and beyond, we’re expanding the possibilities of what kaya can be.”