{"id":880248,"date":"2025-12-24T01:11:50","date_gmt":"2025-12-24T07:11:50","guid":{"rendered":"https:\/\/newsycanuse.com\/index.php\/2025\/12\/24\/kaya-rebel-singapore-brand-bucks-tradition-with-healthier-fusion-coconut-jams\/"},"modified":"2025-12-24T01:11:50","modified_gmt":"2025-12-24T07:11:50","slug":"kaya-rebel-singapore-brand-bucks-tradition-with-healthier-fusion-coconut-jams","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2025\/12\/24\/kaya-rebel-singapore-brand-bucks-tradition-with-healthier-fusion-coconut-jams\/","title":{"rendered":"Kaya Rebel: Singapore brand bucks tradition with healthier fusion coconut jams"},"content":{"rendered":"
\n

Its bestselling Earl Grey kaya contains about 50% less sugar and more eggs than the typical supermarket version. <\/p>\n

While kaya recipes across South East Asia vary, most commercial brands average 40g sugar and 20g eggs per 100g. <\/p>\n

Kaya Rebel uses at least 35g eggs and less than 20g sugar per 100g, producing a higher-protein, lower-sugar kaya. <\/p>\n

\u201cOur kayas have more protein and less than 20g sugar per 100g \u2013 that\u2019s at least 50% less sugar than other commercial brands. We\u2019re 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,\u201d co-founder Leon Lim told FoodNavigator.<\/p>\n

The brand\u2019s second anchor flavour \u2013 the Okinawa brown sugar kaya \u2013 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.<\/p>\n

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.<\/p>\n

\n

The healthy, clean label appeal of Okinawa brown sugar<\/h3>\n
\n

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.<\/p>\n

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.<\/p>\n<\/div>\n<\/div>\n

Kaya Rebel\u2019s reformulations aim to preserve South East Asian culinary heritage while introducing global flavours that elevate the traditional spread.<\/p>\n

Global inspiration for international tastebuds<\/h2>\n

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. <\/p>\n

\u201cSuch pairings are familiar yet unfamiliar to consumers \u2013 the ingredients and flavours are not new, but the combinations are unusual. This creates excitement and novelty for those who are more adventurous,\u201d said Lim.<\/p>\n

Apart from its three anchor flavours \u2013 traditional pandan, Earl Grey, and Okinawa brown sugar \u2013 Kaya Rebel also makes seasonal flavours available for a limited time. <\/p>\n

Earlier this year, Lim and his co-founder Nicholas Koh, created a mango kaya inspired by Thai mango sticky rice \u2013 it was a hit with customers.<\/p>\n

The pair also drew from ondeh ondeh \u2013 a traditional Nonya snack of gula melaka\u2013filled glutinous rice balls coated in grated coconut \u2013 to craft a special kaya celebrating Singapore\u2019s 60th National Day. The kaya included crunchy gula melaka bits for added texture.<\/p>\n

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.<\/p>\n

Lim and Koh currently operate from a home-based kitchen and do bulk orders. <\/p>\n

They are aiming for wider retail presence by Q2 next year, including airports and overseas supermarkets.<\/p>\n

To export, they may introduce preservatives or adjust formulations to extend shelf life.<\/p>\n

\u201cIf we want to expand beyond Singapore, we\u2019d have to do things differently \u2013 such as making it an ambient product or adding preservatives. We\u2019d aim for about six months shelf life without altering the flavour too much,\u201d said Lim.<\/p>\n

\u201cCurrently, I\u2019d recommend storing our kayas in the fridge for no more than two weeks for optimal taste. We\u2019ve tried keeping them up to three months and it was still safe to eat, though the flavours are no longer as fragrant.\u201d<\/p>\n

Lim and Koh draw inspiration from their culinary experiences. They were both MasterChef Singapore contestants \u2013 Lim was first runner up in 2021 while Koh was a finalist in 2018. <\/p>\n

Their love for cooking and passion for spreading South East Asian flavours globally are what motivate them.<\/p>\n

\u201cAt Kaya Rebel, we believe tradition deserves reverence, but also reinvention,\u201d said the founders.<\/p>\n

\u201cWe\u2019re not just making kaya; we\u2019re starting a delicious rebellion that invites you to rediscover familiar flavours in unexpected ways. From toast to desserts and beyond, we\u2019re expanding the possibilities of what kaya can be.\u201d<\/p>\n

Read More<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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<\/p>\n","protected":false},"author":1,"featured_media":880249,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[30086,24728],"tags":[10119,5804],"class_list":{"0":"post-880248","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-rebel","8":"category-singapore","9":"tag-rebel","10":"tag-singapore"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/880248","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/comments?post=880248"}],"version-history":[{"count":0,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/880248\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media\/880249"}],"wp:attachment":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media?parent=880248"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/categories?post=880248"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/tags?post=880248"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}