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BRAND SPOTLIGHT

HOMIAH

In this brand spotlight we take a deep dive into Homiah

Category:  Cooking Sauces 

Homiah

📖 BRAND OVERVIEW

Homiah (meaning ‘to live the good life’) is a premium spice blend brand.

  • What they do  make restaurant quality Southeast Asian dishes in the comfort of your own home.
  • Small batch made – with a clean label, meaning they can offer convenience without compromise. Their credentials include:
    • No preservatives
    • Gluten free
    • Non-GMO and Soy free
    • Dairy free
    • Keto and Low Carb

       

  • Customer love – the brand only launched to consumers last year with impressive reviews calling out their authentic flavour and real ingredients.

🔍  LET’S GIVE SOME CONTEXT

  • Homiah was founded by Michelle Tew – in 2021 when she raised $40k through pre-orders (via Kickstarter) to make and import the first batch of spice blends into the US.

 

  • Filling a need – the idea for Homiah was born when Michelle moved to the US and looked for foods that tasted like home. When she couldn’t find anything, she would vacuum pack spice blends during her visits and bring them back to her New York dorm room. She realised everyone loved the food she made with them.


  • Michelle’s grandmother was a famous – culinary expert and so cooking was a big part of her life.  The recipes she grew up with would later form the foundations of Homiah.

🏢  BEHIND THE SCENES

  • Headquarters: New York
  • Year founded: 2020
  • Employee count: 6
  • Investors: 1
  • Purchasing Options: Online, D2C

👉 PRODUCT AND AUDIENCE SNAPSHOP

  • Products: Spice Kits (Sauces)
  • Product range3 core product spice kits – Indonesian Rendang, Singaporean laksa, Malaysian Red Curry.  2 condiments – Sambal Chili Crunch Original, Sambal Chili Crunch Seaweed
  • Target AudienceHomiah taps into a number of trends meaning it could fulfil a variety of niche audiences including health conscious foodies, cooking enthusiasts and vegans.
  • Brand positioning: Premium

🧡 THIS GETS US EXCITED

  • Authentic: Homiah is dedicated to authenticity, from flavour to pack design. They capture the essence of Southeast Asian cuisine, allowing consumers to experience the true flavours of the region. Their Batik-inspired packaging reflects their commitment to authenticity and enhances the overall culinary journey, making Homiah a genuine and immersive experience.

  • Sourcing: Homiah responsibly sources ingredients from small producers and farmers in Southeast Asia, ensuring fair compensation and supporting local communities. This commitment to sustainability and ethics brings authentic flavours to people’s kitchens.

  • All Natural: Homiah’s all-natural products, without preservatives, meet the growing demand for clean label ingredients. Homiah caters to health-conscious consumers who want convenience and real food with flavour.

🤔 POTENTIAL BRAND CHALLENGES

The very things that make Homiah unique, also pose a number of challenges that will require careful planning:

  • Supply Chain: The brand relies on sourcing ingredients from Southeast Asia, and with that they may face supply chain disruptions, which could impact product availability and delivery times.

  • Market Competition: As the cooking sauces and spices market grows, competition from established and emerging brands, focusing on bold flavours, intensifies and could make it more challenging to stand out.

  • Economic Factors: Exchange rate and raw material cost fluctuations could impact Homiah’s pricing, profitability, and market positioning.

🏁 SOME OF THEIR COMPETITION

🛒 WHERE TO FIND THEM

  • Direct to Consumer – Their online shop

  • Retail – Presence in New York and San Francisco stores – c.100 independent retail stores

⏭  WHAT’S NEXT?

Homiah ticks many boxes – and so they are positioned well to capitalise on several industry trends:

  • Meeting Busy Lifestyles: As consumer lifestyles become increasingly hectic, the demand for convenient cooking solutions continues to surge. Homiah’s spice kits align perfectly with modern, time-strapped lives.

  • Embracing Global Tastes: The craving for bold, exotic flavors is on the rise. Homiah’s commitment to delivering authentic Southeast Asian culinary experiences meets the growing appetite for diverse and adventurous tastes, further fueling their market potential.

  • Clean Label Appeal: The health-conscious trend, with a focus on clean labels and natural ingredients, is here to stay. Homiah’s products align with various dietary preferences and so can resonate with consumers seeking wholesome and transparent food options.

    • Homiah was accepted – on to the Target Accelerator Program earlier this year, so growth and scale will be the key priorities for the coming months.

🧢 MEET THEIR TEAM

All data is correct at time of writing. 

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